How Aesop quietly turned cult handsoap into a billion-dollar brand


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For 2021, Natura posted revenue of 40 billion Brazilian real ($11 billion) – it’s no slouch. Aesop is not its biggest business, but it has the highest profit margin. The idea that it is a small, privately owned essential oil purveyor? That’s just a myth. And if you like the moisturiser, you can buy the company. In October, Natura announced it was looking to sell part of Aesop or spin it out via an initial public offering. LVMH, L’Oreal SA and Shiseido Co are all reportedly interested in making bids. Given global cosmetics companies trade for an average of 15...