Noyz, a genderless fragrance brand, is the first emerging fragrance brand to debut at Ulta Beauty through its Sparked program.
Developed by Robertet perfumer, Jerome Epinette, the collection features four expressive, long lasting fragrances.
The brand encourages users to use the fragrances as part of a fragrance wardrobe, "switching up scents based on every mood," per the brand.
The concept is in line with Gen Z shopping patterns. As previously reported by Global Cosmetic Industry, "A September 2023 report from DTC commerce specialist ESW noted, 'Unlike previous generations, who often wore a signature scent consistently, Gen Z is more likely to choose fragrances based on how they feel on a particular day. This has led to a surge in demand for smaller, more affordable fragrances that can be easily mixed and matched to express different moods and emotions.'"
Fragrances:
- Love Club (Fruity/Floral/Woody)
- Unmute (Amber/Woody/Vanilla)
- Lost + Found (Citrus/Woody)
- Sh**ty Day (Amber/Aromatic)
Noyz meets all five pillars of Conscious Beauty at Ulta Beauty, including clean ingredients, sustainable packaging, vegan, cruelty-free and give back.
Each bottle features a threaded neck that is made to be disassembled and recycled. The formulas are formulated without parabens, phthalates, synthetic dyes and animal byproducts and all scents are certified vegan through the global organization The Vegan Society and certified cruelty free through PETA.
Noyz is available on Noyz.com and will launch in Ulta Beauty stores nationwide and at ulta.com on June 23, 2024.
The brand will also collaborate with Harrods for an exclusive fragrance set to launch on June 10, 2024.
Founder Shaun Neff said, "In an industry that has long been rooted in hyper-filtered fantasy, we saw a massive white space in the fragrance market for a brand rooted in realism. We feel more people will relate to our Sh**ty Day fragrance rather than doing a perfect hair flip with an 18-pack of abs or flawlessly riding a beautiful white horse in a magical meadow. Our goal is to create a brand that creates fragrances inspired by real storytelling."
Maria Salcedo, senior vice president of merchandising, Ulta Beauty, said, "We are excited to welcome Noyz as the first emerging fragrance brand to debut in all Ulta Beauty stores nationwide through Sparked. As the demand for unique, consciously-made fragrances rises, Noyz offers a collection that captures the essence of modern preferences. Featuring high-quality ingredients and captivating notes at an approachable price point that are designed to layer and celebrate self-expression, Noyz introduces a sophisticated approach to the category, giving guests even more to discover across our assortment."
Epinette said, "Working with Noyz allowed me to push my own boundaries, make bold statements, and disrupt the olfactory norm. This collection is not just an assortment of fragrances; it is a curated olfactive anthology designed to celebrate authenticity and individuality."
