Beach House Group has launched Noyz, its first perfume brand, marking a departure from its previous focus on celebrity partnerships. 

Co-founded by Shaun Neff and PJ Brice in 2016, the company is known for backing brands such as Florence by Mills with Millie Bobby Brown and Pattern Beauty with Tracee Ellis Ross. 

The new venture, Noyz, introduces a collection of four fragrances created by renowned Robertet perfumer Jérôme Epinette.

"Working with Noyz allowed me to push my own boundaries, make bold statements, and disrupt the olfactory norm," Epinette said. "This collection is not just an assortment of fragrances; it is a curated olfactive anthology designed to celebrate authenticity and individuality."

Noyz's fragrance line includes Love Club, Unmute, Lost + Found, and Shty Day. Each scent is designed to offer a unique olfactory experience.

Love Club is centered around Turkish pink rose and saffron, while Unmute combines woody and vanilla notes. Lost + Found has a citrus focus, and Shty Day features clary sage, salted fig, and Baltic amber. 

The perfumes are priced at $85 each and are available on Noyz.com, with a retail launch in Ulta Beauty stores set for June 23.

Maria Salcedo, senior vice president of merchandising at Ulta Beauty, highlighted the brand's alignment with contemporary consumer preferences. 

"As the demand for unique, consciously-made fragrances rises, Noyz offers a collection that captures the essence of modern preferences," said Salcedo in a press release.

Noyz aims to break industry norms by crafting fragrances that reflect real-life experiences and emotions. 

The brand promotes using fragrance as a form of self-expression, encouraging consumers to build a fragrance wardrobe and mix scents according to their moods. This approach is a significant shift from the hyper-filtered fantasies traditionally marketed by the fragrance industry.

In addition to its innovative scents, Noyz emphasizes sustainability and ethical production. 

The fragrances meet all five pillars of Conscious Beauty at Ulta Beauty, including clean ingredients, sustainable packaging, vegan, cruelty-free standards, and a commitment to giving back. Each bottle features a recyclable design to reduce environmental impact.

Noyz also engages in collaborations, such as the upcoming Noyz x Harrods partnership, featuring the exclusive fragrance Monochrome and a gift set with photography by Damon Baker. 

This collaboration will launch on Monday at Harrods, priced at £150 ($190).

As part of its mission to support mental health, Noyz partnered with The Jed Foundation and CALM (Campaign Against Living Miserably). These organizations provide resources to help young people confidently express their true selves and address mental health stigmas.