In an exciting development for the beauty industry, The Beach House Group has launched its first-ever fragrance brand, named Noyz. This vegan, unisex fragrance line is making headlines in the CEW Beauty News Highlights, marking a significant move for the celebrity-backed consumer product company. What sets apart is not just its bold branding and unisex identity, but the expertise behind its creation—legendary master perfumer Jérôme Epinette.
The new fragrance range is expected to roll out soon at Ulta Beauty, bringing a fresh and inclusive scent experience to fragrance lovers nationwide.
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It is more than just another perfume; it’s a statement on modern fragrance culture. With growing demand for gender-neutral and cruelty-free beauty products, The Beach House Group has strategically positioned Noyz to meet the needs of today’s conscious consumer.
According to company sources, the name “Noyz” represents a disruptive, expressive energy, and each fragrance aims to reflect individuality and self-expression through scent.
Creating a memorable fragrance takes vision and expertise—two qualities that Jérôme Epinette brings in abundance. Known for crafting iconic scents for Byredo, Atelier Cologne, and Victoria’s Secret, Epinette has teamed up with Noyz to develop a vegan, ethically formulated fragrance line that doesn’t compromise on luxury or character.
Each product in the Noyz lineup has been designed to layer and adapt to individual skin chemistry, offering a personalized olfactory experience. The use of high-quality plant-based ingredients ensures that Noyz stays true to its vegan and eco-conscious promises.
The launch of Noyz at Ulta Beauty is a significant retail move. As one of the largest beauty retailers in the U.S., Ulta’s shelves provide a powerful platform for new brands to reach diverse audiences. This partnership is expected to boost Noyz’s visibility and credibility, especially among Gen Z and Millennial shoppers who value inclusivity and sustainability.
Explore Ulta Beauty’s new fragrance arrivals
The global fragrance market has undergone a transformation in recent years. Consumers are increasingly looking for transparent, ethical, and inclusive brands. According to CEW’s latest trend reports, the popularity of genderless and vegan fragrances is at an all-time high. Noyz enters this space with impeccable timing, catering to an audience hungry for authenticity and modern values.
The Beach House Group has a track record of working with celebrity talent and launching hit brands like Moon Oral Care (co-created with Kendall Jenner) and Florence by Mills (co-founded with Millie Bobby Brown). With Noyz, the company is diversifying its portfolio into the scent space—an industry that continues to thrive even amid economic downturns.
Company representatives describe Noyz as a “disruptor fragrance brand”—one that throws out traditional fragrance gender marketing in favor of an open, expressive identity. The branding, packaging, and messaging are all designed to attract bold, independent consumers.
While full details are yet to be revealed, sources hint that Noyz will offer a range of eau de parfums, body mists, and travel-sized options. The scents will include both fresh, woody, and musky notes, allowing customers to explore and mix according to their mood or style.
Each bottle is expected to carry sustainable packaging elements and refillable options might be part of the brand’s long-term eco strategy.
Early reactions from the beauty community have been positive. Influencers and bloggers who received early samples have praised the scent diversity and packaging design. The fact that the range is vegan and unisex has generated strong traction on social media platforms, where consumers continue to demand more ethical beauty options.
“It’s refreshing to see a brand like Noyz challenge the norm,” says one fragrance reviewer. “It feels current, clean, and really well-made.”
With Noyz, The Beach House Group is writing a new chapter in its growth story. Known for tapping into white space in beauty and personal care markets, the brand’s entry into fragrance signals confidence in continued expansion.
CEO and co-founder Shaun Neff recently shared that the goal behind Noyz is to “redefine fragrance culture” and make scent personal, universal, and reflective of individual identity. With Jérôme Epinette’s world-class expertise and the brand’s eye for trendsetting, Noyz is poised to make a significant impact in 2025 and beyond.
The launch of Noyz marks a major step forward for clean, unisex, and vegan fragrances in the beauty industry. As it prepares to debut at Ulta Beauty stores, all signs point to a successful reception from consumers seeking modern fragrance solutions.
Also Read – Molton Brown’s New Fragrance Brings Fashion Into Scent
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