Real reason bodycare brand loved by Kim Kardashian is packing up shelves in London store

One of Kim Kardashian's most-trusted bodycare brands has confirmed it will clear its shelves to honour Pride and its many queer icons.

The premium brand Aesop has been snapped in several posts uploaded by the fashion mogul, most notably its Reverence Aromatique hand wash pictured in the businesswoman's bathroom. This £33 hand wash, and its accompanying products, are firm favourites, not just amongst celebs but all Aesop customers.

Now, after launching its Queer Library in 2021 to provide a spotlight for LGBTQIA+ authors, Aesop continues to expand its platform into the initiative's fifth year, this year in London.

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"The Queer Library affirms literature’s ability to broaden minds and embolden individuals, and seeks to provide a platform for underrepresented voices," The Australian cosmetics brand explained, before confirming that "This year, the Library celebrates the liberating possibilities of LGBTQIA+ self-expression, with a particular focus on trans and non-binary voices."

Trans refers to transgender, when someone feels their gender is different from, or doesn't sit comfortably with, the sex they were registered at birth, while Non-binary is the term for those whose gender identity falls outside of the traditional man/woman label.

Trans artist, Tourmaline is the author of this iteration's hero title, with their work focussing on Marsha P. Johnson's struggle for queer rights.

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"Marsha’s life reminds us that the work of liberation isn’t just about protest; it’s also about sparkle, about softness, about staying alive and helping others stay alive, too," Tourmaline explained.

The brand's Lexington Street store, in London, will offer complimentary books by LGBTQIA+ authors, from Friday (July 4) until Sunday (July 6), to celebrate the written word.

Aesop added: "In addition to perusing the shelves, this year visitors will be able to express themselves through an interactive literary card game of sorts, based on the archetypal Aesop fable ‘The North Wind and the Sun’—a tale about the value of gentle persuasion over force.

"Visitors can draw a selection of cards, each imprinted with a word from the fable—using them as creative prompts, they will have an opportunity to reveal their own take on the story."

The library's reading list is curated by independent bookstore and queer institution, Gay’s The Word, designed to promote marginalised trans and non-binary voices, along with titles selected by Aesop team members.

While some of the reading materials were sourced by the bookstore, many were purchased "at a generous discount from Penguin and a variety of other publishers."

The event will coincide with the Pride in London parade, taking place on Saturday. Last year's event saw more than 35,000 people take to the streets to celebrate their identity, accompanied by thumping pop tunes and colourful displays.

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