Fragrance house

Moi

Moi Fragrances was founded in 2021 by Ethan Turner as a bespoke perfumery and event company. Based in Phoenix, Arizona, it operates under the Maison Ethan Turner label and focuses on creating individual formulas that use fragrance as a vehicle for personal storytelling rather than offering a standardized line. The idea began when Turner, dissatisfied with the smoky, peaty, earthy fragrances available to him, started making his own; a custom-fragrance request from his friend Emeka Ukaga helped turn the project into a business. Turner, the brand’s founder and perfumer, trained at ISIPCA and began studying perfumery at 19. In 2021, Moi collaborated with Ukaga’s Senti on Anuri a La Plage, a unisex fragrance launched in connection with Tempe Fashion Week and shaped around connections between African-diaspora-owned fashion and perfumery. By 2024, Turner described a shift from quarterly bespoke work for individuals toward creating fragrances for brands, businesses, and celebrities. Anuri a La Plage remains the clearest publicly documented example of Moi’s fragrance work.