We Didn't Start Yesterday.

Hi, I'm Gordon, co-founder of ESHU.

ESHU actually began nearly two decades ago in Melbourne Australia.

Back then, we had a simple idea: skincare didn't need to be complicated to be good.

That idea took us much further than we ever expected.

ESHU launched in the United States and rapidly grew to more than 300 stores, including Sephora, Nordstrom and Macy's. We won awards, received incredible reviews and discovered that a small Australian skincare brand could genuinely compete on an international stage.

It was exciting.

It was also a very steep learning curve.

 

Sometimes bigger isn't better.

At one point, Macy's expanded ESHU's complete product range from around 60 stores to more than 300 in a matter of weeks.

It was the sort of opportunity every growing brand dreams about.

The reality was a little different.

We were growing faster than our business could sustainably support. Rather than keep chasing scale for the sake of being bigger, we made the difficult decision to step away.

ESHU went quiet.

But the idea behind it never really disappeared.

So, why come back?

We never stopped talking about ESHU. Our clients never stopped asking about ESHU. 

Times change, personal circumstances change. But the desire to bring back ESHU never changed.

The skincare world had changed enormously. There were more products, more routines, more ingredients, more steps and certainly more promises.

Yet we kept coming back to one question:

Does looking after your skin really need to be this complicated?

We didn't think so.

And that became the reason to bring ESHU back.

Not to recreate what we'd built before.

To build it better.

This time, we're doing things differently.

We took everything we learned the first time around and started again.

Fewer products.

Simple routines.

Naturally derived ingredients wherever possible AND clinical actives.

Refillable packaging where it makes sense.

And products designed to solve real, everyday skin problems without asking you to turn skincare into a hobby.

No ten-step routines.

No miracle promises.

No unnecessary noise.

Just good skincare that does what it's supposed to do.

Healthy Skin. Done Naturally.

ESHU today.

We're still proudly Melbourne based.

We're still independent.

And we're still a lean business, which means the decisions we make matter to us personally.

We still believe in partnerships and that's why we only aligned with people who have similar values.

We won't always do things the way bigger skincare companies do them. That's quite deliberate.

We'd rather make fewer products well, improve as we learn, listen to the people using them and build ESHU thoughtfully rather than simply build it quickly.

Nearly two decades after we first started, it feels good to be doing it again.

Just a little wiser this time.

Gordon
Co-founder, ESHU Skincare