The Heritage
The Story of Bench.
Bench began as a modest t‑shirt shop in Manila’s SM Makati in 1987 and has grown into one of the Philippines’ most recognizable lifestyle brands. While clothing remains its core, the label expanded into fragrance in the early 2010s, offering scent collections that echo its youthful, urban vibe. Today, Bench’s perfume line includes releases such as Haze For Her (2024), Motion For Her (2019) and Urban Jungle For Her (2020), each positioned as an affordable, long‑lasting option for everyday wear. The brand’s scent portfolio reflects the same accessible style that made its apparel popular across Southeast Asia.
Heritage
Ben Chan opened the first Bench outlet in 1987, selling graphic tees that appealed to a generation eager for casual, Western‑inspired fashion. The shop’s name, a nod to a bench where friends gathered, quickly became a meeting point for Manila’s youth. By the mid‑1990s, Bench expanded beyond Manila, opening stores in provincial malls and later in neighboring countries such as Indonesia and Thailand. The brand’s rapid growth earned it a place on the Philippine Stock Exchange in 2004, marking its transition from a family‑run operation to a publicly listed company. In 2012, Bench announced its entry into the fragrance market, launching its first perfume line with a focus on mass‑market appeal and local relevance. The debut scents, Bench For Her and 24/7 For Him, combined familiar notes like citrus, musk and floral accords, delivering a scent experience that matched the brand’s casual aesthetic. Over the next decade, Bench released a steady stream of new fragrances, often timed with seasonal campaigns or collaborations with local artists. Notable releases include An Urban Original 2 for Him (2013), Sound For Her (2018) and Bench 24 Hour Life Remixed for Her (2016). Bench’s fragrance strategy has been to keep pricing within reach of its core demographic while maintaining a consistent quality level. The brand leverages its extensive retail network—over 500 stores nationwide—to provide direct feedback on scent performance, allowing quick adjustments to formulas and packaging. By 2024, Bench introduced the Haze line for both men and women, signaling a renewed focus on contemporary olfactory trends while staying true to its affordable‑luxury promise. Throughout its evolution, Bench has remained a family‑led business, with Ben Chan’s son, Ben Chan Jr., taking on a senior role in brand development and overseeing the fragrance division’s creative direction.
Craftsmanship
Bench’s fragrance production follows a streamlined, cost‑effective model that still respects traditional perfumery standards. Formulations are developed in partnership with established fragrance houses in Europe, which provide base accords and technical expertise. Bench then works with regional labs in the Philippines to adjust concentrations, ensuring the final product meets local climate considerations—particularly the need for longevity in humid conditions. Ingredient sourcing leans on a mix of synthetic aroma chemicals and natural extracts. Synthetic notes such as iso e super and hedione provide stability and consistent performance, while natural elements like Philippine ylang‑ylang and local coconut water add a distinctive regional signature. Bench conducts quarterly audits of its suppliers to verify compliance with REACH regulations and to confirm ethical harvesting practices. Quality control occurs at multiple stages. After blending, each batch undergoes stability testing for temperature, light exposure and humidity, mirroring protocols used by larger fragrance houses. Bench also runs blind panel evaluations with a diverse group of consumers to gauge scent perception across age groups. The final product is filled in automated bottling lines that maintain strict hygiene standards, and each bottle receives a batch code for traceability. Packaging reflects the brand’s minimalist ethos: clear PET bottles with simple typography, a matte black cap, and a thin, recyclable label that lists the fragrance family and key notes. This design reduces material waste while reinforcing Bench’s clean, modern aesthetic. The company’s commitment to continuous improvement is evident in its recent shift toward water‑based fragrance oils, which lower volatile organic compound emissions during production.
Design Language
Bench’s visual language translates the brand’s street‑wise roots into a sleek, contemporary look. Bottle designs favor clear glass or PET with a narrow silhouette, allowing the scent’s colour to become a subtle visual cue. Labels employ a sans‑serif typeface in black or white, depending on the fragrance’s gender positioning, and include a small Bench logo embossed in silver or gold. The overall effect is understated elegance that avoids the flamboyance common in many mass‑market perfumes. Advertising campaigns echo this minimalism. Recent promotions for the Haze line feature high‑contrast photography of young adults in urban settings—metro stations, rooftop lounges, and bustling markets—capturing moments of spontaneous confidence. The imagery relies on natural light and muted colour palettes, reinforcing the brand’s claim that its scents are meant for real life, not staged fantasy. In‑store displays echo the same clean aesthetic. Shelves showcase fragrance bottles against matte black backdrops, with soft LED lighting that highlights the bottle’s translucence. Promotional materials use concise copy, focusing on the scent’s key notes rather than exaggerated claims. This consistency across product, packaging and marketing reinforces Bench’s identity as an accessible, modern lifestyle brand.
Philosophy
Bench approaches perfumery with the same pragmatic optimism that guided its clothing line. The brand believes scent should be an everyday companion, not a rare indulgence. Its creative brief emphasizes approachability, encouraging wearers to express personality without the intimidation of niche pricing or obscure ingredients. Bench’s fragrance team works closely with local market researchers to capture the moods of Filipino youth—whether that means the energetic rush of a city commute or the relaxed cadence of a weekend beach trip. Sustainability also informs the brand’s decisions. Bench sources many of its raw materials from regional suppliers, reducing transport emissions and supporting local economies. The company has pledged to phase out non‑recyclable plastics in its packaging by 2026, opting for recyclable PET bottles and minimalist caps that align with its clean visual language. Community engagement remains central. Bench frequently partners with local musicians and influencers to launch scent campaigns that double as cultural events, reinforcing the idea that fragrance, like fashion, can spark conversation. This collaborative spirit reflects the brand’s broader mission: to democratize style and scent, making both accessible to a wide audience while celebrating the vibrant energy of the Philippines.
Key Milestones
1987
Ben Chan opens the first Bench t‑shirt shop in SM Makati, Manila.
1994
Bench expands beyond Manila, opening stores in provincial malls across the Philippines.
2004
Bench lists on the Philippine Stock Exchange, marking its transition to a publicly traded company.
2012
Bench launches its first fragrance line with Bench For Her and 24/7 For Him.
2018
Bench releases Sound For Her, targeting a younger, music‑inspired audience.
2020
Urban Jungle For Her debuts, featuring locally sourced ylang‑ylang notes.
At a Glance
Brand profile snapshot
Origin
Philippines
Founded
1987
Heritage
39
Years active
Collection
1
Fragrances released
Avg Rating
4.3
Community sentiment
Release Rhythm