Beach House Group — maker of Tracee Ellis Ross' Pattern Beauty and Florence by Mills — is launching unisex fragrance brand Noyz at Ulta Beauty.
Beach House Group-incubated Noyz debuts with four fragrances — Sh**ty Day, Love Club, Unmute and Lost + Found — each retailing for $85.brand inspired by the textures of daily life. Crafted alongside master perfumer Jérôme Epinette, the line features four debut fragrances: Sh**ty Day, Love Club, Unmute and Lost + Found, each retailing for $85 per 50-ml. bottle.
“Our process was very much, ‘OK — what is the storytelling moment here? Does it have legs? Is it something we can go out and tell a fun, meaningful story about that people can relate to?,'” said Neff, for whom Sh**ty Day was the genesis of the vegan, unisex line. Though neither Neff nor Ulta commented on sales expectations for the launch, industry sources estimate that Noyz — which will also enter Harrods in the U.K. on June 10 — could do around $30 million in sales during its first year on the market.
To inaugurate the upcoming Harrods launch, Neff has joined forces with celebrity photographer Damon Baker for a limited-edition “Monochrome” fragrance set complete with a journal of Baker’s photography, retailing for 150 pounds.
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