Aēsop suspends activities in Brazil

Last Monday (09), the L'Oréal group announced the closure of Aēsop's activities in Brazil. The Australian luxury cosmetics brand has two stores in the country, located on Oscar Freire Street, in São Paulo, and in Shopping Leblon, in Rio de Janeiro. The brand's official website only informs a “necessary digital pause”.

Aēsop limited itself to informing about the closure of activities, without disclosing other details about the period in which operations will remain suspended.

Necessary break

According to the statement released, the company claims to be reassessing its business strategy in the Brazilian market, therefore, the two branches will be closed for a while. The brand, which already did not have an e-commerce in Brazil, now informs on its official website only a brief digital pause on the Aēsop Brasil website and directs the customer to one of the physical stores.

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The brand and its skin, hair and body care products, developed through a mix of botanical ingredients, were available in Brazil in only two physical stores: the first, opened in 2014 in São Paulo, and the second, opened in May last year in Rio de Janeiro.

The brand

In 2023, Aēsop, which until then belonged to Natura & Co, was sold to the L'Oréal group in a deal worth US$2.53 billion, one of the largest operations carried out by the French giant. The brand had been part of the Brazilian group for more than 10 years and was sold in an attempt to reduce financial expenses and eliminate part of the company's debt.

Founded in 1987, the Australian luxury cosmetics company is known for its products made from high-quality, natural ingredients. Aēsop stands out not only for the effectiveness of its sustainable formulas, but also for the simple design of its minimalist labels and packaging, made from amber glass.

Featured photo: Aēsop store (Reproduction/GettyImages Embed/Bloomberg/Bloomberg)