Cover Mensō, a home fragrance brand, launches a campaign to support Bethune House
Mensō, a home fragrance brand, launches a campaign to support Bethune House
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Addressing the topics of safety and self-care, Mensō launches "Take Care of You", a campaign to support Bethune House which has provided refuge to women facing abuse in Hong Kong for 40 years
Many of us enjoy indulging in self-care rituals: lighting a candle, slipping into something silk and letting the day melt away. It's a lovely ritual, but it's often built on an unspoken assumption—that the four walls around you actually feel safe.
The sad reality is that for many women, "finding your zen" isn’t exactly an option if you’re looking over your shoulder. This is the paradox that Mensō, a Hong Kong-based luxury home fragrance brand, is determined to address.
Currently in its soft launch phase, the brand was founded by Myriam Shemtov, who lived in 11 different countries before calling this city home. Beyond sharing her love for creating grounding rituals, Shemtov is asking a much pointier question: what happens to sanctuary when safety isn’t a given?
Through its new "Take Care of You" campaign, Mensō has teamed up with Bethune House—an organisation that has been providing refuge to migrant women workers affected by violence and crisis in Hong Kong for 40 years.
It's about stories being shared in safe spaces, and showing up to loudly support women who are often forced to suffer in silence.
See also: Visible impact: how Hong Kong film 'Invisible Differences' is changing perceptions of neurodiversity
A portion of proceeds from the campaign will be directed towards its work, which includes shelter services for women facing domestic abuse, sexual violence, human trafficking and employment-related exploitation. The brand has also partnered with Hong Kong designer Emma Wallace, whose silk sleepwear fits into the campaign’s themes of comfort and personal space.
“Wherever I moved, I tried to make the place feel safe and like home. That is my approach to self-care,” says Shemtov. “There is a gap between how we speak about self-care and what many women experience in reality when it comes to safety. We wanted to acknowledge that directly, and contribute to the conversation in a way that is steady and practical.”
The campaign kicked off in March with a community run alongside She Runs Collective, bringing women together for an invigorating run followed by honest discussions on safety and coercive control. This momentum will continue through a series of small-scale activations popping up in local cafés, co-working spaces and weekend walks, aiming to bring a difficult subject out of the shadows and into social settings where women already connect.
A portion of proceeds from the campaign is directed toward Bethune House to ensure it provides practical support, including food and medical assistance for those in need.
Coco Marett is a writer and editor who grew up between Hong Kong and Melbourne. She currently heads the travel section for Tatler Asia, and manages the Tatler Travel account on Instagram. She is known for her features on unique, under-the-radar properties and destinations. She's also known for her in-depth interviews that paint a refreshingly candid portrait of influential figures across various industries —from artists to political figures, CEOs to celebrity chefs. Follow her on Instagram @cocomarett
