NOYZ, a new fragrance brand, has launched today, aiming to disrupt the traditional fragrance industry by crafting unique, expressive, and long-lasting scents inspired by real stories and raw feelings. NOYZ focuses on using fragrance as a means of self-expression, celebrating the imperfect and the real.
The brand was created by Shaun Neff, an entrepreneur known for breaking barriers. Neff identified a gap in the fragrance market for a brand rooted in realism rather than hyper-filtered fantasy. He believes that people will relate more to the brand’s Sh**ty Day fragrance than to unrealistic images often portrayed in fragrance advertising. The goal of NOYZ is to create fragrances inspired by authentic storytelling.
Renowned Robertet perfumer Jerome Epinette developed the collection, which includes four expressive and long-lasting fragrances. Each fragrance is genderless and inspired by relatable experiences and authentic stories. NOYZ encourages its community to use fragrance to express their truth and to build a fragrance wardrobe by switching up scents based on mood and mixing them to create something unique.
The NOYZ collection includes the following fragrances:
- Love Club (Fruity/Floral/Woody): This fragrance features Turkish Pink Rose, Saffron, and Ebony Woods, creating a hypnotic and alluring scent. It is designed to be inclusive and inviting.
- Unmute (Amber/Woody/Vanilla): Combining notes of Vanilla, Black Plum, and Spanish Ciste, this fragrance is bold and made to be craved.
- Lost + Found (Citrus/Woody): Featuring Italian Lemon, Jasmine, and Cedarwood, this fresh and clean fragrance is designed to leave a lasting impression.
- Shty Day (Amber/Aromatic)**: With notes of Ocean Air, Clary Sage, Salted Fig, and Baltic Amber, this fragrance aims to provide an uplifting and refreshing experience, perfect for difficult days.
Jerome Epinette, who developed the collection, noted that working with NOYZ allowed him to push boundaries and make bold statements. He describes the collection as a curated olfactive anthology designed to celebrate authenticity and individuality.
NOYZ aims to connect with consumers who seek fragrances that resonate with real-life experiences and emotions, providing an alternative to traditional, idealized scents.