Marketing News

Beach House Group Adds Noyz Fragrances to Product Portfolio

Developed by Robertet perfumer Jerome Epinette, the genderless line includes four scents.

The Los Angeles-based brand incubator Beach House Group is expanding with a new fragrance brand called Noyz. The collection includes four fragrances created by Robertet perfumer Jerome Epinette.

Beach House Group was co-founded by snowboarding executive Shaun Neff and former Conair executive PJ Brice in 2018. Since its debut, the company has backed brands like Pattern with Tracee Ellis Ross and Florence By Mills with Millie Bobby Brown (our April 2024 Happi cover story).

“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,” says Epinette

Noyz Retail Distribution

Beginning June 6, Noyz is available to shop on, followed by its retail debut through its exclusive US partnership with Ulta Beauty, available at and in stores nationwide on June 23.

Noyz meets all five pillars of Conscious Beauty at Ulta Beauty, including clean ingredients, sustainable packaging, vegan, cruelty-free and give back.

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