Heritage
A house, in its own words
Noyz emerged onto the beauty scene in June 2024 when the brand debuted at Ulta Beauty with four initial fragrance offerings. The launch strategy centered on collaboration with 44 influencers, a deliberate move that placed the brand directly in front of fragrance communities before traditional advertising took over. Master perfumer Jerome Epinette crafted those inaugural scents, lending industry credibility to a brand founded by people who prioritized authenticity over pedigree. The Los Angeles positioning proved intentional from the start, with the city's diverse cultural energy serving as creative fuel for the brand'sunexpected olfactory combinations. Within its first year, the brand secured retail partnerships that typically take emerging perfume houses years to achieve. A collaboration with country artist Ella Langley produced the signature fragrance Be Her, representing another expansion beyond typical fragrance house boundaries. The brand's LinkedIn presence identifies it as having won Cosmopolitan's 2025 Breakthrough Beauty Brand award, a recognition that arrived while the house continued releasing new numbered and named scents across 2024 and 2025. The core ethos behind Noyz centers on stripping away what the brand describes as traditional illusions of fantasy. Where conventional fragrance marketing builds elaborate stories around mythical ingredients or aspirational lifestyles, Noyz takes the opposite approach. The brand presents its scents without pretense, encouraging wearers to form their own relationships with each fragrance. This transparency extends to naming conventions that embrace the mundane alongside the poetic. Fragrance titles like Sh**ty Day and Unmute reject the elevated language typically used in perfumery, instead reflecting real emotional states. The genderless positioning isn't primarily about marketing to everyone, it's about rejecting the outdated binary framework that perfumery has applied to scent for decades. Noyz believes smell operates independently of gender, and their formulations reflect that conviction. Raw storytelling guides the brand's communications, from product pages to social media presence.