Şadi Advan is a Turkish perfumer and the founder of The Fragrance, an independent brand based in Istanbul. By his own account he was captivated by scent from an early age, composing his first perfume at fifteen and selling it to friends and teachers at school, and he describes roughly 28 years of experience working across different countries.

The Fragrance draws on Istanbul's position where East meets West. Its debut Crystal Collection gathers ten stone-inspired perfumes said to have been developed over five years with rare ingredients, and Advan's releases include 2 Minutes to Midnight (2025), an oriental floral centered on bergamot, jasmine, rose, oud, amber and musk, as well as Tiger Eye Power.