During the first half of the 20th century, Etem Ruhi was a family-run cologne house named after its founder. The Istanbul-based heritage brand crafted boutique fragrances true to the city's hospitality culture where it is custom to welcome guests with a splash of refreshing cologne into the palm of their hands. Revived in 2017 by the family descendants through collaborations with local artisans, the contemporary Etem Ruhi line strives to build on this sophisticated cleansing ritual.