NOYZ

NOYZ is a US-based fragrance brand founded by entrepreneur Shaun Neff, officially launched in June 2024. According to the brand's launch press release, NOYZ debuted with four genderless eau de parfums developed by perfumer Jerome Epinette and went on sale on its own website on June 6, 2024, followed by an exclusive US retail partnership with Ulta Beauty beginning June 23, 2024. The brand prices its full-size fragrances at around $85 and positions them as premium but accessible.

From the outset, NOYZ has framed its concept around "real, raw and authentic storytelling" rather than fantasy imagery. Neff has stated in interviews that he saw a gap for a realism-driven fragrance line and that more people would identify with a scent called Sh**ty Day than with idealized advertising tropes. Each scent name is drawn from relatable experiences, and the collection has expanded beyond the original four perfumes to at least a fifth fragrance, with additional launches planned for 2025.

The brand emphasizes clean formulation and ethics: its fragrances are vegan, cruelty free, and formulated without parabens, phthalates, synthetic dyes or animal byproducts, with certification from The Vegan Society and PETA. NOYZ also incorporates sustainability-minded design details, such as a threaded bottle neck that can be disassembled for easier recycling, in contrast to conventional crimped fragrance bottles.

Mental health advocacy is built into NOYZ's identity. The brand has partnered with organizations including The Jed Foundation and CALM (Campaign Against Living Miserably) to support mental health resources and awareness, aligning its "scent unfiltered" message with efforts to normalize honest conversations about emotional well-being.