INNOVATIVE body-care and fragrance company To My Ships are taking over the famed London store Liberty’s atrium to create an experiential and design-led installation.
The installation will also be complemented by various other opportunities to experience To My Ships throughout the department store. As well as this, Liberty will be the exclusive partner to launch To My Ships’ second collection – Stand Up Bravely.
To My Ships founder and CEO Daniel Bense
To My Ships was launched last year by London-based and Durban-born, 39-year-old Daniel Bense who 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.
“To My Ships is inspired by The Iliad, a desire for cleaner armpits, and an intention to quell olfactory overload,” Bense quips.
The Stand Up Bravely range
The elegantly minimal To My Ships has sustainability at its core as well as 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.”
Stand Up Bravely Marjoram body- and hand-wash £39 for 375ml
The first collection, entitled Of The Gods Polygonum, comprised of a roll-on and spray-on deodorant; a hand and body wash; as well as eau de parfum. They are all scented with a 99.97 per cent naturally derived fine fragrance, formulated in the “tradition of haute parfumerie. The body wash and sprays are made in chic post-consumer recycled and recyclable aluminium containers. These are also refillable.
To My Ships installation in the Atrium at Liberty, London. Photography: Ollie Tomlinson Architects: 10-09 Fabrication MDM
The second collection Stand Up Bravely launching in Liberty has a more refined, single-scent approach to personal care. It comprises a roll-on deodorant, spray-on deodorant, hand and body wash and eau de parfum. Each product has is scented with formulated fine perfume and have high percentage of naturally derived and active ingredients.
To My Ships installation in the Atrium at Liberty, London. Photography: Ollie Tomlinson Architects: 10-09 Fabrication MDM
Stand Up Bravely is built around the essential oil of sweet marjoram (Origanum majorama L.), among other botanicals, which has a bosky fresh aroma. As with its first release, you can also refill all the Stand Up Bravely products – apart from the perfume.
Following the installation and a presence in Liberty’s Summer Store, To My Ships’ products will have a permanent home in the store’s glorious Beauty Floor.
by Caroline Simpson
The To My Ships’ installation and take over at Libertys runs until 25 May 2025