Aman Essentials: The Lifestyle Brand That Redefined Hotel Merch

How Aman’s lifestyle extension became a standalone luxury brand — and what you could learn from its approach as a luxury hotel brand owner.

Jul 21, 2025

Hi friends,

I’ve been thinking about Aman Essentials ever since their latest capsule with Kim Jones debuted recently.

Aman Essentials to me just feels right. Not your typical hotel merch. Aman Essentials evokes something more intimate: quality, restraint, zen, and that quiet relationship you have with yourself.

So how did they pull this off?

I think it comes down to one thing: staying true to the original mission — serving Aman’s loyal guests who want to bring the experience home. Not through merch, but through a fully realized lifestyle brand.

That clarity of purpose shows up in two powerful ways:

In the products they create — never obvious nor loud, yet designed to touch nearly every aspect of your lifestyle.
And in the structure behind it — Aman Essentials is its own company, 50% owned by Kristina Romanova and 50% by her partner Vlad Doronin, the CEO of Aman. This setup allows the brand to grow, collaborate, and scale freely—without touching the sanctity of the hotel brand. It’s a structure that truly fosters innovation.

Together, these two aspects form a positive feedback loop — design reinforces strategy, and structure protects the brand.

Let’s get into each of them.

1. Aman Essentials operates as a separate legal entity, even though it remains a subsidiary of Aman Resorts.

This particular detail matters more than you think.

Why? Because being a subsidiary ensures its brand and vision stay connected to Aman Resorts.

Even more so, it means Aman Essentials can have:

Its own trademarks and IP roadmap.
Its own leadership team (with Kristina being the separate CEO of Aman Essentials, and a dedicated team that follows)
Its own rhythm—not just serving the hotel’s operational needs, but crafting a lifestyle brand that stands on its own which still feels unmistakably Aman.
Financial optionality (M&A, raising outside capital)

This structure allows room for Aman Essentials to think and operate outside of the traditional hotel merch trap.

It is a structure that rewards innovation, and that’s why Aman Essentials does not feel like a hotel’s side hustle but truly a luxury lifestyle brand that stands on its own feet.

2. The Products: Designed for Living, Not Just Remembering

From a consumer’s perspective, Aman Essentials doesn't just sell hotel souvenirs — it builds a lifestyle. (Quite a status symbol to own anything Aman still, but let’s be real, at least it’s not a trashy one).

What began as spa oils has grown into a full ecosystem: skincare, ready-to-wear, leather goods, home décor (quite like Hermès, yeah?). The range is expansive but not generic. It’s about meeting the Aman guest wherever their daily rituals take them — from their skincare shelf to their living room to their next flight.

The products feel like a natural continuation of the Aman experience, not a souvenir of it. You’re not buying a memory — you’re living the mindset.

Thoughtful collaborations add further credibility and curiosity. Take the 111SKIN x Aman Essentials mask: Aman didn’t just co-brand it. They infused the formula with ingredients tied to their own wellness philosophy. The result? A product that’s not only desirable, but also unmistakably Aman.

And most importantly: even if you’ve never stayed at an Aman, the products still make sense. But if you have? They extend the story. Seamlessly.

Now... why should this matter to you as a luxury hotel brand in 2025?

I believe 2025 is the year to tap into a more elevated form of retail—one that’s grounded in your hotel’s brand image. Post-pandemic, luxury consumers have been shifting their spending from physical goods to experiences like high-end travel and hotel stays.

With the rise of boutique hotels, the hotel brand itself has become a social code and cultural capital—surfacing more and more in the cultural conversation thanks to the popularization of the “elite, in-the-know lifestyle” on social media, whether through influencer posts or sarcasm memes. (Think: Il Pellicano, Airelles Saint-Tropez...)

So... why not capitalize on this trend and connect with your audience on your own terms?

Takeaways: If You’re a Hotel Brand Tapping into the Retail Business Grounded in Your Brand Ethos…

Here are a few questions that I find beneficial to keep asking yourself:

Are you telling the same story, just in a different format?
Soho Home, for example, isn’t just furniture — it’s a way to bring the Soho House experience home. Aman Essentials does the same: it brings the IYKYK serenity of Aman into your everyday. The best merch (if we can even call it that) should be a seamless extension of the world & experience your brand represents.
Are you protecting the magic while allowing innovation through structure?
A separate entity gives the team creative autonomy, protects brand equity, and even opens up future M&A potential.
Be selective with and open to distribution channels.
Multi-brand retail and e-commerce can be incredibly powerful when establishing a hotel-branded retail line. It creates a natural environment outside the hotel, helping shift consumer perception of your brand from a souvenir shop to a legitimate retail brand. Choosing retail partners that align with your brand’s client profile and target audience is key to success. Consider limited-edition collaborations with these partners to elevate the offering, or co-branded, experience-led merch as a gateway to deeper brand engagement.

Welcoming thoughts and comments.

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Happy Monday again! - Patricia.