Florence by Mills incubator launches debut fragrance brand

By Alessandro Carrara | Published: 6-Jun-2024

Beach House Group’s co-founder Shaun Neff worked with perfumer Jérôme Epinette to create a four-strong perfume line

The incubator behind Millie Bobby Brown's and Tracee Ellis Ross' beauty brands is stepping away from celebrity partnerships for its latest venture.

Beach House Group has launched its first perfume brand Noyz.

The firm’s co-founder Shaun Neff created a four-strong fragrance line with Robertet's master perfumer Jérôme Epinette.

“Working with Noyz allowed me to push my own boundaries, make bold statements and disrupt the olfactory norm,” said Epinette.

“This collection is not just an assortment of fragrances, it is a curated olfactive anthology designed to celebrate authenticity and individuality.”

The fragrances include Love Club, based around Turkish pink rose and saffron, and Unmute, which contains a woody and vanilla scent.

Lost + Found is more citrus-focused, while Sh**ty Day has been designed to uplift the wearer with a blend of clary sage, salted fig and baltic amber.

The perfumes, US$85 each, are available via noyz.com and will launch into Ulta beauty stores on 23 June.

“As the demand for unique, consciously-made fragrances rises, Noyz offers a collection that captures the essence of modern preferences,” added Maria Salcedo, Senior Vice President of Merchandising, Ulta Beauty.

“Noyz introduces a sophisticated approach to the category, giving guests even more to discover across our assortment.”

Beach House Group launched Bobby Brown’s brand Florence by Mills in 2019, which debuted with a range of skin care and make-up products and later broke into fragrances.

In 2020, the star acquired a majority stake in the company, with Beach House Group remaining as a minority shareholder.

The US-based investment firm also developed Ellis Ross’ hair care brand Pattern Beauty.

Neff established Beach House Group with PJ Brice in 2016.

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