NOYZ Fragrance Launches

NOYZ, a new fragrance brand launched this week and, landing at Harrods as a global retail partner exclusive on June 10th, is set to disrupt the perfect facade of the traditional fragrance industry. NOYZ unfilters the filtered and disrupts industry standards of perfection, crafting unique, expressive, long-lasting fragrances inspired by real stories and raw feelings. NOYZ is all about using fragrance as a new dimension for self-expression - with the power to explore and amplify who you are – the imperfect, the messy, the real. Scent unfiltered. 

Created by Shaun Neff, the ultimate brand disrupter and entrepreneur who began this journey in order to break down barriers in fragrance. “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” shares Neff. 

Developed by renowned perfumer, Jérôme Epinette, the collection comprises four expressive, long-lasting  fragrances. NOYZ is inspired by its community and encourages them to speak and feel their truth wholeheartedly.  Each fine fragrance is genderless and each scent’s name is inspired by relatable experiences and authentic storytelling. NOYZ champions building a fragrance wardrobe, switching up scents based on every mood, layering and mixing it up to create something that is unique to the consumer.  

“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.

Each fragrance is available in 50ml and retails for £85. A sample EDP Discovery set of all scents will also be available for £22. The Harrods collection will include an exclusive fragrance collaboration, featuring celebrity photographer Damon Baker, showcasing the parfum "Monochrome" alongside an exclusive set featuring a journal adorned with Damon’s photography. The parfum and gift set will be available at Harrods June 10th and retails for  £150. 

"We are incredibly proud to launch NOYZ exclusively at Harrods this June. As one of the world’s most esteemed  luxury retailers, renowned for introducing the newest and most exciting beauty brands & products, partnering with a  brand as boundary-breaking and bold as NOYZ marks a true milestone for us. We are thrilled to unveil this  exceptional new fragrance collection, and not least Monochrome - a special collaboration with the highly acclaimed  photographer Damon Baker. Baker infuses this collaboration with his unequivocal passion for truth, beauty and  humankind. We believe this collection will truly captivate and inspire, offering a bold and distinctive olfactory  experience that reflects the dynamism of contemporary luxury." Mia Collins, Harrods Buying Director, Beauty 

In line with NOYZ’s mission to smell good, do better, each bottle features a threaded neck that is made to be disassembled and recycled. With most fragrance bottles being made from glass, the standard “crimped neck” makes these components difficult to be recycled, and NOYZ is combatting this with its signature design. NOYZ’s unconventional and purposely off-kilter design reflects the brand’s overarching theme of not conforming to society’s standards and celebrates individuality. 

NOYZ uses responsibly sourced, high-quality ingredients. All NOYZ formulas are formulated without parabens,  phthalates, synthetic dyes, and animal byproducts and all scents are certified vegan through the global organisation  The Vegan Society and certified cruelty free through PETA. 

By creating fragrances inspired by real stories and raw feelings, the brand is here to create space for real conversations to help eliminate the stigmas around mental health that still exist today. NOYZ is partnering with CALM  (Campaign Against Living Miserably), an organisation that drives awareness and provides important services,  resources, and tools to support our mental health.  

NOYZ is available now on NOYZ.com, at its exclusive UK retail partner, Harrods from June 10th and then at its exclusive US retail partner, Ulta Beauty on June 23rd. It will be on Harrods.com, in-store at Harrods Knightsbridge and in all H Beauty doors Nationwide.