In the competitive realm of luxury body care and fragrance, Daniel Bense’s brand, To My Ships, takes a bold and unique approach. Set to debut at Liberty with a special installation, Bense’s brand diverges from conventional marketing strategies by drawing inspiration from the timeless epic, The Iliad. Rather than inventing a marketing narrative, Bense taps into the emotional journey and dramatic themes of this classical story, creating a niche for his deodorants, body washes, and fragrances that resonates with the aesthetics and allure of ancient literature. Bense’s mission statement reflects this clever twist: it playfully combines the pursuit of cleaner armpits with an effort to combat “olfactory overload,” reminding us that even daily hygiene products can have a story behind them.
Bense’s commitment to storytelling extends beyond the surface level, as he infuses his brand with references to The Iliad itself, specifically drawing from Robert Fagles’ acclaimed translation. By invoking the experiences of legendary characters like Achilles and Hector, Bense imbues his offerings with a sense of depth and historical significance. His aspiration was to create something captivating, pushing beyond traditional notions of appeal typically associated with luxury products. Instead of marketing through alluring tropes, Bense chose to shine a light on the often-overlooked aspects of personal care, addressing the daily reality of bodily functions while maintaining a sense of sophistication and charm.
Sustainability and quality are key tenets for To My Ships. The initial collection, titled “Of the Gods,” made its debut last September, featuring deodorants, hand and body wash, and a signature fragrance called “Of The Gods Polygonum.” These products stand out not only for their thoughtful design but also for their high concentration of natural ingredients. With environmental responsibility in mind, Bense ensures that the formulations are free from harmful substances like aluminum salts and alcohol, catering to sensitive skin needs. The commitment to sustainability is reflected in the brand’s use of recycled and refillable packaging, aligning product quality with a holistic approach to eco-friendly practices.
The brand’s second collection, “Stand Up Bravely,” launches to great anticipation, making waves with its classical-themed installation at Liberty. This new lineup features deodorants, a hand and body wash, and an eau de parfum that highlights aromatic ingredients such as marjoram, bergamot, and cedarwood. To mark the launch, the ground floor atrium of Liberty is transformed into an immersive experience, showcasing architectural designs inspired by ancient columns inscribed with poetic lines from The Iliad. Bense’s choice to incorporate classical themes into the collection inspires a unique blend of nostalgia and modernity, appealing both to literature lovers and fragrance enthusiasts.
Bense’s decision to partner with Liberty speaks to his brand’s ethos, as he values their commitment to creativity, quality, and brand discovery. Liberty’s reputation for nurturing emerging brands allows To My Ships to connect with discerning customers who appreciate authenticity and craftsmanship. Beyond the UK market, To My Ships has plans to expand internationally, with upcoming launches in Australia and the Netherlands. Bense has set prices that reflect the luxury positioning of his products, with offerings ranging from £35 for a roll-on deodorant to £170 for the 100ml eau de parfum.
At 39 years old, Bense has cultivated a rich background in the luxury industry, having worked with prestigious brands such as Aesop and Sunspel. His vision for To My Ships is not centered on massive growth or acquisition; rather, he seeks to cultivate a brand that prioritizes responsible growth and meaningful customer engagement. As he embarks on this journey, Bense is adamant about making a positive impact on both consumers and the environment. His quest to enhance everyday routines with thoughtfully constructed products aims to elevate the mundane into something beautiful, while urging consumers to appreciate the often “dark and smelly” elements of self-care. Bense’s passion for fragrance and his dedication to underappreciated product categories promise that the story of To My Ships is just beginning, and it’s a narrative worth following in the ever-evolving world of luxury wellness.