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Agenda-setting intelligence, analysis and advice for the global fashion community.

A Deodorant Brand Bets on The ‘Aesop Effect’

Daniel Bense, a former Aesop executive, is putting his learnings from the Australian megabrand to work in a new premium personal care company.
To My Ships products
Premium sundries are a small but growing segment. (Courtesy)

How much would you pay for a deodorant? A new brand, To My Ships, which launches on September 26, is hoping it’s a product shoppers will splash out for.

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Further Reading

How Bootstrapped Beauty Brands Are Growing

As the beauty industry has grown in value and saturation, emerging brands have often leant on outside investment to grow. But for those who don’t want – or can’t access – external funding, a more roundabout path is needed.

About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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