Inspired by da Vinci’s motto “Simplicity is the ultimate sophistication”, Rule Fragrances was conceptualized in September 2018 by Mert Sağdam -chemical engineer, experienced in luxury cosmetics and retail for more than 20 years- and Umut Gür –computer engineer,specialized in business development and project design- seeking to create an exclusive, unique but reachable luxury brand. The company was incorporated in 2019 as a “contemporary perfume house” in Istanbul, the city of culture and civilizations where East meets West. RULE, being inspired by minimalism and simplicity, and expressing it with a contemporary design approach, aims to create not just a perfume brand but a community that values arts and craftsmanship. With this target in mind, RULE is opening to the World from Turkey in the market segment of niche perfumes. World launch of RULE exclusively took place in Beymen Zorlu Center (Istanbul) in November 2019. In September 2020, the brand expanded its borders to Qatar in partnership with Abu Issa Holding. The growth plan for 2022 include expanding to the European and Middle Eastern markets.