09.24.24
Beach House Group has named Malena Higuera as CEO of its beauty incubator fragrance startup brand, Noyz. Higuera will lead the Gen Z brand in its four-piece debut line that launched in June.
Most recently, Higuera served as General Manager of L’Oréal-owned Urban Decay. There, she modernized the commercial footprint of the brand.
Before serving at Urban Decay, she held a variety of leadership roles at L’Oréal.
Noyz’s mission is to disrupt the fragrance market by creating scents that are “unfiltered and inspired by real stories.”
In a post on LinkedIn, Higuera commented,
“At NOYZ, we’re not just making scents, we’re creating experiences that surprise your nose and connect with your heart. My goal is to bring storytelling and community to the forefront, disrupt the status quo, and make NOYZ a brand that consumers not only love, but feel a part of scent after scent, story after story.”
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Most recently, Higuera served as General Manager of L’Oréal-owned Urban Decay. There, she modernized the commercial footprint of the brand.
Before serving at Urban Decay, she held a variety of leadership roles at L’Oréal.
Noyz’s mission is to disrupt the fragrance market by creating scents that are “unfiltered and inspired by real stories.”
In a post on LinkedIn, Higuera commented,
“At NOYZ, we’re not just making scents, we’re creating experiences that surprise your nose and connect with your heart. My goal is to bring storytelling and community to the forefront, disrupt the status quo, and make NOYZ a brand that consumers not only love, but feel a part of scent after scent, story after story.”
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