Well, that was unexpected.

When I posted on Facebook about so-called “premium” hand soaps, I didn’t think it was controversial. I thought it was just… true? That if a bottle of hand wash costs more than $50, it should be something pretty special. But when you actually look at the ingredients, the packaging, and where the money is going—it’s mostly just great branding.

And wow, did people have opinions about that.

Some agreed. Some disagreed. Some thought it wasn’t fair to criticise another brand, and a few even called me “nasty.” Which—let’s be real—is pretty ironic, given that my whole point was about what’s actually in the bottle (sulphates, palm oil, plastic… but sure, I’m the problem).

But honestly? I respect every single bit of feedback.

One of the biggest reasons I even started this conversation is because I hear all the time that our soap is “too expensive.” And I get it. It’s a tricky time for people right now—budgets are tight, and I completely understand why someone would question whether a bottle of our liquid soap is worth the price.

Believe me, we’re feeling rising costs too. Ingredients, packaging, shipping—it’s all getting more expensive. And as a small business, we don’t have the luxury of mass production and huge corporate margins to cushion the impact. But what we can do is make sure that what we offer is actually great value for money.

We don’t use cheap fillers. We don’t cut corners. We don’t charge a premium for a brand name. We use pure, high-quality ingredients, sourced responsibly, and packaged in a way that doesn’t add more plastic waste to the planet.

I know that for some people, that will always be ‘too expensive’—but I also know that for those who want something better, it’s worth it.

Here’s the thing: I used to love Aesop. I remember walking past their stores, completely drawn in by those brown bottles and the incredible scents. I loved that it was Australian. But… that was a long time ago. Aesop hasn’t been Australian-owned for years. First, it was bought by Brazilian beauty giant Natura & Co, and last year, it was snapped up by L’Oréal—the biggest beauty brand in the world.

Does that matter? Maybe not to everyone. But to me, there’s a difference between supporting a brand that started in Prahran in the ‘80s and one that’s now just a tiny part of a multi-billion-dollar beauty empire.

What I found most interesting about the response to my ad wasn’t the criticism itself—it was why people were so attached to a brand that, let’s be real, isn’t particularly transparent about its ingredients or packaging.

That’s the power of emotional branding.

Big beauty brands (not just Aesop) don’t sell products. They sell stories. They make you feel something. When you pick up one of their bottles, you’re not just buying soap—you’re buying an aesthetic, a lifestyle, a little moment of ‘luxury’ in your day. And I get it. I really do.

But my question is: shouldn’t they also be accountable?

If a brand can make us feel good about spending more than $50 on a bottle of soap, shouldn’t we be able to ask:

✪ What’s actually in it?

✪ Is it good for my skin?

✪ Is it packaged sustainably?

✪ Does it support local communities?

Because right now, it seems like most beauty marketing is aimed at the emotional brain, not the rational one. And when that happens, we end up paying more for a feeling than for what’s actually in the bottle.

So, would I say it again? Yes. Do I think it was unfair? No. Because the facts are the facts—big beauty brands charge a premium for products that are often no better (and sometimes worse) than smaller, local, independent brands. And I don’t think that’s a ‘nasty’ thing to say. I think it’s an important thing to say.

I’ll never tell people what they should or shouldn’t buy. But I will always encourage people to ask questions. To look beyond the branding. To check the ingredients. To think about where their money is going.

Because that is what makes a truly informed purchase—not just how a product looks on the bathroom counter.

Let me know what you think. I’m always up for the conversation.

Emma xx