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Not yet two years old, Noyz has quickly become one of the year’s buzziest brands — living up to its name by making plenty of, yes, noise in 2025.
Malena Higuera, CEO, joined the company in August 2024. In the 14 months since, she has focused on building community. She called growing the brand’s community-forward events and social following her biggest accomplishment of the past year-and-a-half. Noyz has gained 235,000 new followers across platforms year-to-date.
Noyz was launched under the umbrella of Beach House Brands, known for incubating celeb-fronted brands like Shay Mitchell’s Beis and Tracee Ellis Ross’s Pattern Beauty. But Higuera is building Noyz differently. While Noyz has engaged in a number of creator partnerships, there is no one face of the brand.
This year, the brand rolled out a steady stream of new products, beginning with solid perfumes to go with each of its eau de parfums, followed by its sixth EDP, dubbed Detour. A collection of three hair and body mists followed, after which Noyz debuted its seventh EDP, Only Human, which it correctly forecast would become its new hero. The brand’s EDPs have all been crafted by the famous perfumer Jérôme Epinette, and a full-size costs $85. The combination of the brand’s price point and elevated, but still trend-forward scents has proven a potent mix.
To promote Detour, the brand brought a mobile pop-up to Revolve Fest, which happens alongside Coachella. It wasn’t an activation Higuera was prepared for. “The first time my team said, ‘We want a truck,’ I remember thinking, ‘OK, I’m a New Yorker who doesn’t drive,” she said. But, leveraging the truck, the Noyz team wound up doing 45 events across six cities in 16 days. The brand sells its perfume at these events and has already recouped its costs, Higuera said.
In early September, to launch Only Human, the brand made its biggest marketing investment yet: promoting and hosting a pop-up for its community at Chelsea Triangle, in New York City’s Meatpacking District. It invested in two billboards and placements at several bus stations, as well as the necessary permitting for the pop-up and the buildout. Attendees were professionally photographed, and some were featured in an OOH campaign. Over 1,300 people showed up, exceeding the brand’s expectations.
Simultaneously, online, for brand fans who couldn’t attend IRL, the brand asked people to finish the prompt “So what if I am. …” It collected 12,000 responses through its website and 78,000 on Snapchat, where it has over 115,000 followers. The campaign quickly became Noyz’s most successful, generating 7.6 million views and over 5,500 shares.
Only Human quickly became the brand’s bestselling launch. Its launch day was the brand’s highest sales day on its direct-to-consumer site, and the scent beat the brand’s launch-week forecast at Ulta by over 45%. Since the fragrance’s September 12 launch, one bottle has sold every three minutes. The brand’s second-best seller, Unmute, sells a bottle every six minutes. The brand’s representatives declined to comment on its revenue.
