LONDON-based and Durban-born, 39-year-old Daniel Bense has a brilliant and impressive track record in working with innovative and elegant fashion and skincare and brands – having been head of commercial of groundbreaking Australian skincare company Aesop as well as being managing director of British heritage knitwear house Sunspel.
Last year Bense launched grooming line, To My Ships – the title inspired by an extract from Homer’s epic poem The Iliad – which has sustainability at its core. The elegantly minimal To My Ships has the ambition to prioritise “quality and responsibility, we aim to minimise waste and environmental impacts through responsible design and use of resources, the application of a subtractive aesthetic, and an encouragement to reuse, refill and recycle containers.”
Daniel Bense – founder of To My Ships
To make the brand’s chic post-consumer recycled and recyclable aluminium containers, To My Ships worked with a packaging manufacturer based outside Bilbao, Spain, where the team ingeniously discovered that by reducing the diameter of the aluminium containers to make a slimmer and taller bottle, this would save 10 per cent of the material used.
The pared down, thoughtfully curated debut range, entitled Of The Gods Polygonum, comprises a roll-on and spray-on deodorant; a hand and body wash; as well as an eau de parfum. They are all scented with a 99.97 per cent naturally derived fine fragrance, formulated in the “tradition of haute parfumerie”. Created by leading perfumer Céline Barel, they are verdant, fresh, citrusy-infused with hints of polygonum (derived from lily of the valley), petitgrain and patchouli.
The products are all made from the highest quality ingredients. For instance, the Of The Gods Polygonum hand and body wash is sulphate-free, vegan, while the roll-on deodorant is dermatologically tested and free from aluminium salts.
To My Ships Polygonum Hand and Body Wash refill (750ml) £65 | Buy here
What challenges do you encounter in producing reasonably priced, high quality innovative products while maintaining the brand’s commitment to sustainability?
We set out to create a deodorant for those who seek responsibly made, intelligently designed products – exceptional in quality, reliably effective and intensely pleasurable to use. We should all care more about what we put on and in our bodies; for too long, we’ve overlooked this. Your underarms are incredibly sensitive and deserve to be treated with respect, which is why we pared-back the formula to its essential elements – a challenge for our lab and perfumers alike, from a toxicological, price and efficacy perspective.
Building a fully European supply chain added another layer, but real business happens in person, forged through genuine relationships. A good block of Pitchfork cheddar goes a long way with a Bavarian glassmaker or a Basque aluminium supplier. We knew we wouldn’t be the largest customer, but we’d certainly be the one of the more interesting.
Of The Gods – Polygonum, Eau de Parfum 100ml £175 | Buy here
Why is the classical world so important to you?
The title To My Ships is an excerpt from The Iliad, as are the names of each of the company’s products. Amid the chaos, there is so much beauty in a piece of text that has been passed down by orators over the ages. Drawing on this ever-resonant advocacy for calm and civilised living is inspiring. We have much to learn from the classics; they are full of beauty, tragedy and life.
What are your future plans for the brand?
We are ambitious and focused on continuing to create more with less – and better. In the coming months, we will launch with key partners in the UK, Australia, Benelux and the US, alongside three new product lines throughout the year. It won’t be long before we enter the world of retail; we know that this will be the truest expression for our customers. At the same time, we’re continuing to push ourselves to work with our lab to develop products that are simple, responsible and that redefine the status quo.
What is your hero product from the range?
The Of The Gods Polygonum Roll-on Deodorant is the true hero of the range. To My Ships began as a contrast to the too-loud, too-overbearing, too-artificial, too-duty-free fragrances of today. We set out and created a deodorant from the world of fine fragrance – elevating a dark, functional product with the care applied to skincare formulation and a unique, seductive green citrus scent. And it works.
Where and how do you see grooming evolving?
Now feels like the moment to connect with those who are discerning in their purchases – who refuse platitudes, fads, superficiality and greenwashing, and who take time to research and source products of value. I hope we will move away from jargon and more towards reality, and this means simple, effective products that are priced for their quality. And refills – I hope that they provide significant value while considering the full system of customer use, reuse, refill and household recycling.
Of The Gods Polygonum Spray-On Deodorant 75ML £35 | Buy here
What defines your style?
Simple, understated, mostly navy and of good quality – a Harley lambswool jumper, a Barena shirt and pretty much anything from Dick’s in Edinburgh.
What is your signature scent?
Nothing too smelly. I’m drawn to fresh, green notes with bitter citruses and light woods – crisp, sophisticated and quietly confident. Right now, I’m wearing Stand Up Bravely, which launches in April. It’s centred around marjoram heart, giving it an earthy, natural simplicity that stays with you in the most effortless, understated way. Honestly, the deodorant version might be the best product I’ve ever worked on.
by Caroline Simpson