EXCLUSIVE: The Incubator Behind Tracee Ellis Ross’ Pattern Beauty & More Launches First Fragrance Brand, Noyz
Los Angeles-based incubator Beach House Group is pivoting from its celebrity-fronted M.O. as it stakes a claim in a new category.
The company, which backs Tracee Ellis Ross’ Pattern Beauty and Millie Bobby Brown’s Florence by Mills, is introducing Noyz, a fragrance brand inspired by the textures of daily life. Crafted alongside master perfumer Jérôme Epinette, the line features four debut fragrances: Sh**ty Day, Love Club, Unmute and Lost + Found, each retailing for $85 per 50-ml. bottle.
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“There was this glaring opportunity to build a fragrance brand that was not only rooted in great juices, but from a storytelling point of view, tells real stories that feel more relatable to our daily lives,” said Beach House Group cofounder Shaun Neff.
The inspirations behind the fragrances range from literal — “I saw this image that was just the epitome of someone who looked like they were having a sh—tty day,” said Neff of the salted fig-infused fragrance — to more emblematic.
The mood board for Lost + Found, for instance, featured an assortment of imagery that evoked a “trippy, almost doomsday kind of lost feeling,” said Neff. “Our process was very much, ‘OK — what is the storytelling moment here? Does it have legs? Is it something we can go out and tell a fun, meaningful story about that people can relate to?,'” said Neff, for whom Sh**ty Day was the genesis of the vegan, unisex line.
“This collection is not just an assortment of fragrances; it is a curated olfactive anthology designed to celebrate authenticity and individuality,” wrote Epinette in an email to WWD.
Come June 23, Noyz will become the first fragrance brand to roll out to all Ulta Beauty doors upon debuting at the masstige beauty retailer, which is already home to several Neff-operated brands, including Pattern, Florence by Mills and oral care brand Moon.
Though neither Neff nor Ulta commented on sales expectations for the launch, industry sources estimate that Noyz — which will also enter Harrods in the U.K. on June 10 — could do around $30 million in sales during its first year on the market.
Maria Salcedo, Ulta’s senior vice president of merchandising, said: “Noyz embodies how modern fragrance lovers want to experience the category without compromising what matters most…the rising trends of swapping out scents by mood, layering and wardrobing fragrances played a big role in our launch strategy.”
To inaugurate the upcoming Harrods launch, Neff has joined forces with celebrity photographer Damon Baker for a limited-edition “Monochrome” fragrance set complete with a journal of Baker’s photography, retailing for 150 pounds.
Additional collaborations are on the horizon, as are forays into body and home care in 2025 and 2026, respectively.
“We’re working on another scent right now that will drop toward the end of this year; after that, we’re going to be very free-flowing — as soon as we land on a story and a scent that we feel good about, we’re just going to crack it and go,” said Neff.
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