The story of Maison Ethan Turner is very much similar to many entrepreneurial stories. It started with a problem. For many years, Ethan had been searching for a smokey, peaty, earthy, and bold fragrance. One day, while searching, he decided he was unsatisfied with the limited options from niche and luxury brands and would start making his own personal fragrances.

His friend, Emeka Ukaga, sitting nearby, offered to pay Ethan if he built a custom fragrance for him as well. With that said, Ethan knew there was a business to be made. The name Moi was born and the idea of providing every individual the opportunity to own their own cologne became the founding principal of the company.