The Dutch fragrance company was founded by Bram Niessink in 2018, who was inspired by the use of ancient oils and juices in Egypt and a mind-blowing myth about how Cleopatra conquered Caesar by simply smelling good. Bram combined his adventurous character and his talented gut feeling to translate his vision into something powerful. "FUGAZZI" plays on "fugazi," symbolizing illusion. By tweaking its spelling and adding a Cyrillic touch, the brand preserves its essence—bold, rebellious, and avant-garde, challenging perceptions of luxury.