Aman could also be best known for its luxury hotels and spas, but in an effort to bring the experience home, the hotel group is doubling down on its lifestyle product line Aman Essentials. 

The concept for Aman merchandise began in 2018, in line with Aman Essentials chief executive officer Kristina Romanova, who’s the partner of Aman CEO and chairman Vladislav Doronin.

Aman would receive “feedback on the form of furniture that we use within the room or the essential oils that the client has experienced during their spa treatment, during their stay in Aman,” she said. “That truly gave us a push to create the road Aman Essentials skincare in 2018. That being said, it really comes from the demand of our clients and their feedback.…It was more like an expansion of amenities for Aman [at first] but because we saw such an incredible result and the feedback of clients and the sales, it made us give it some thought as a separate, stand-alone business.”

Since 2018, with that approach in mind, Aman Essentials has expanded its line from skincare to lifestyle goods. “The vision has been to not create the seasonal product that can exit of fashion tomorrow. It’s really about creating this Aman universe,” Romanova said. Today, the brand includes home fragrance, advantageous fragrance, ready-to-wear, supplements, skincare, yoga accessories and other lifestyle essentials. Prices range from $65 for a set of greeting cards to $4,460 for a debossed leather tote.

The corporate can be expanding its retail distribution, from selling exclusively at its owned properties to third-party retailers globally. Aman is starting with skincare and can expand with other categories.

“As we open concessions in Harrods, in Beautyaholic in Rome, we work with LuisaViaRoma, with Violet Grey within the U.S., with Neiman Marcus, since then, it opened latest consumers for us and latest doors. We have now numerous individuals who come and see Aman and so they’re asking, ‘oh, what is that this brand’ and so they get to find out about it,” she said. “They develop into the brand new Aman clients. We have now been capable of acquire latest clientele with this expansion.”

Retail expansion can be shifting what the brand’s typical consumer might appear to be.

“It’s a latest touch point for us and particularly for the young consumers who should not conversant in the brand because Aman was established in 1988. It’s quite a heritage brand so for the younger generation, it’s an incredible touch point and particularly with the net points-of-sales, it’s the best way of acquiring the brand new client,” Romanova said.

While the on-site boutiques account for the vast majority of sales, Romanova said the direct-to-consumer business has continued to grow. With latest points-of-sale on the horizon, she expects the sales to develop into more balanced across channels over the subsequent several years. In response to the brand, Aman Essentials experienced nearly 200 percent year-over-year growth in 2022 and is heading in the right direction to achieve 170 percent year-over-year growth in 2023.

With the brand gaining retail traction, it’s also enthusiastic about future products, which in line with Romanova will all the time reflect a facet of the Aman lifestyle.

“The benefit of Aman, it’s the gift that keeps giving. I all the time say sky’s the limit,” she said, hinting at upcoming launches, including a kidswear collection and skincare additions.

Here, a few of Aman Essentials’ newest launches.

This yoga collection marks the newest addition to the Aman Essentials line. It features a mat, strap and pouch set, $480, and 4 cork-based support tools, $235. In response to Romanova, yoga is one of the popular fitness amenities guests can go for during their Aman stay. 

In April, Aman Essentials released three-wick candles, $250, following the success of its original line of spa candles, which launched in 2020. The 700-gram candles are available in three variations, the identical variations of the brand’s original skincare range. It includes the Nourishing Candle, featuring top notes of bergamot, the Purifying Candle, featuring top notes of rose and geranium, and the Grounding Candle, featuring top notes of ginger and jasmine. 

Fragrance for Aman doesn’t stop at home. The brand can be bullish on its personal advantageous fragrance collection, to which it recently added two latest Tokyo-inspired scents: Haru and Sei, $286 each. The range includes seven fragrances total. 

Earlier this yr, Aman partnered with Kosé Corporation to launch its second skincare line Aman Essential Skin, comprised of the Clarifying Milk Cleanser, $95; Skin Activating Toner, $95; Replenishing Face Serum, $210; Radiance Face Cream, $250, and Illuminating Eye Cream, $270.