Beauty Found within Imperfection

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“Beauty is ephemeral” thus is the idea behind wabi-sabi. Wabi sabi is all about finding beauty within imperfection.

 

This is really in line with the Aesop brand since they simply sell high-quality skincare product and doesn't falsely advertise promoting anti/reverse aging or achieving perfect beauty. They simply sell skincare for their customer based on their skin type and quality.