Founded in New York in 2019 by Brianna Lipovsky, Maison d'Etto is a gender-neutral fragrance house built on an unusual premise: each scent is tied to a specific horse and a specific memory. Lipovsky, a longtime competitive equestrian, developed the brand's first collection around five horses that shaped her own life, working with perfumers including Carlos Benaïm and Rodrigo Flores-Roux to translate those memories into scent. The packaging carries the same intention. Designed by Studio Lotta Nieminen, it's wrapped in moss green Biotope paper from the Japanese mill Takeo, blind embossed with a pattern drawn from the architecture of an Argentine stable.