After working in the world of fine food and wine our founder, Ethan Turner, discovered a new passion. He has always been a passionate storyteller, had a heart for hospitality, an obsession with the finer things in life, and most importantly a very adept nose. He was a Level 1 Sommelier through the court of master sommeliers, and is still pursuing his Level 2, has researched many different olfactory technologies, and decided to combine his skills to launch Maison Ethan Turner.
The founding story
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 new 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.
The MOI Experience
Coming soon, will be a completely bespoke experience. We offer luxury bespoke fragrances on subscription. Every three months receive a new fragrance - custom made and personalized for you.