Malena Higuera has been named CEO of Beach House Group’s Gen Z perfume brand Noyz.
The former L’Oréal executive will lead the incubator’s four-piece start-up fragrance line, which debuted in June.
Created by the firm’s co-founder Shaun Neff with perfumer Jérôme Epinette, Noyz aims to “disrupt” the industry with scents that are “unfiltered” and “inspired by real stories”.
Higuera is “thrilled” to join the brand which is “creating premium, uniquely expressive scents that are rooted in real, raw and authentic storytelling”, she posted on Instagram.
“At Noyz, we are not just making scents, we are creating experiences that surprise your nose and connect with your heart,” Higuera added in the post.
“My goal is to bring storytelling and community to the forefront, disrupt norms and make Noyz a brand that consumers not only love, but feel a part of."
Malena Higuera has been named CEO of fragrance brand Noyz
Higuera is a beauty industry veteran, most recently serving as GM of L’Oréal-owned Urban Decay from September 2020 to March 2024.
In this role, she was tasked with modernising the commercial footprint of the make-up brand, especially across speciality retail and DTC.
Prior to this, she held several other leadership positions at the French beauty giant.
These included Senior VP, Marketing, L’Oréal Paris and GM of Dermablend Professional Global and US.
Beach House Group is the incubator behind many celebrity beauty brands, including Millie Bobby Brown's Florence by Mills and Tracee Ellis Ross's Pattern Beauty.