Fashionistas are forking out a fortune as the humble anti-perspirant goes high end

Once humble, bought for a quid and used with little pleasure, deodorant has done an about-face. Where it used to be a simple case of misting armpits with Lynx or spritzing with Sure, in recent times the world of deodorant has evolved to offer products that cost as much as fancy face serums and smell as good as fine scents.

Encapsulating deodorant’s shift from lowly to elevated is To My Ships, a brand launched last year in London. Apparently inspired by The Iliad, and yours for £35, it is inspired by “a desire for cleaner armpits, and an intention to quell olfactory overload”. If all that sounds highfalutin, this “cultured personal care offer” speaks for itself with a delicious scent and an ability to rival pong.