Former Aesop executive creates new brand, aiming to replicate Aesop's success | CBO FM

Former Aesop Executive Daniel BenseTo My ShipsBets on the 'Aesop Effect' Daniel indicates that the customer base is more experienced and unconventional. In the process of creating the brand, he relied on his personal connections and the experience gained from working at Aesop. During his time at Aesop, Daniel was responsible for managing wholesale and direct sales, launching the U.S. business and e-commerce site, and helping to expand the U.K. market. Thanks to his extensive network in the fragrance industry, aromatic products became an easy choice for him. Aesop's former colleague, Dr. Kate Forbes, acted as a consulting scientist, providing formulation design support for To My Ships to ensure product efficacy. The company's ethos for To My Ships is closely aligned with Aesop, where Daniel previously worked, focusing on minimalist, gender-neutral eco-friendly packaging and sophisticated fragrance experiences. Aesop originated in vibrant Melbourne, Australia, with its minimalist trademark perfectly presented in tea-black glass bottles and light brown labels, designed to be UV-protected and moisture-resistant to extend product life. Aesop's perfumes differ greatly from the mainstream market, characterized by damp soil, spicy herbal, and acidic fruit notes. It's this unique olfactory experience that makes Aesop a favorite. Some media praise it as a brand "trying hard not to become a trend." In the cosmetics industry, Aesop's success is distinct. They do not rely on celebrity endorsements or flashy online marketing; their fragrances are designed for more than just scent release. Aesop's perfumes are chosen for their unexpected traits and not just following mainstream trends, providing benefits for skin and hair. This authenticity attracts loyal followers who are enamored with Aesop's unconventional approach. Daniel states that Aesop's dedicated brand building makes it stand out. The brand was sold to L'Oréal for an unprecedented $2.5 billion in 2023, a strategy he wishes to emulate. "Their way of operating is very bold, always maintaining strong faith in their values and principles," he says, "I learned a lot about the differences between brands and business, and how to execute them." To My Ships focuses on small community eventsDaniel