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Fragrance brand NOYZ secures residency at Harrods before launching to market

Chloe Burney
06 June 2024

NOYZ, a niche fragrance brand that hopes to spark conversations around mental health via "expressive" scents, has revealed Harrods as its global retail partner.

The brand, described as “a modern fragrance brand disrupting industry standards of perfection”, launches today at and at Harrods on 10 June.

NOYZ's selling point? It crafts long-lasting fragrances inspired by real stories and raw feelings. It was created by entrepreneur Shaun Neff and developed by renowned perfumer, Jérôme Epinette. Shaun Neff is a Co-founder of Beach House Group, which was the incubator behind Millie Bobby Brown's and Tracee Ellis Ross' beauty brands.

Neff said: “In an industry that has long been rooted in hyper-filtered fantasy, we saw a massive white space in the fragrance market for a brand rooted in realism. We feel more people will relate to our Sh**ty Day fragrance rather than doing a perfect hair flip with an 18-pack of abs or flawlessly riding a beautiful white horse in a magical meadow. Our goal is to create a brand that creates fragrances inspired by real storytelling."

The collection comprises four fragrances: Love Club (Fruity/Floral/Woody), Unmute (Amber/Woody/Vanilla), Lost + Found (Citrus/Woody) and Sh**ty Day (Amber/Aromatic). Each is genderless and its name is inspired by relatable experiences and authentic storytelling.

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

Each fragrance is available in 50ml and retails for £85. A sample EDP Discovery set of all scents will also be available for £22.

The Harrods collection will include an exclusive fragrance collaboration, featuring celebrity photographer Damon Baker's works showcased alongside the "Monochrome" scent (£150).

Mia Collins, Harrods Buying Director, Beauty, said: "We are incredibly proud to launch NOYZ exclusively at Harrods this June. As one of the world’s most esteemed luxury retailers, renowned for introducing the newest and most exciting beauty brands & products, partnering with a brand as boundary-breaking and bold as NOYZ marks a true milestone for us."

By creating fragrances inspired by real stories and raw feelings, the brand is here to create space for real conversations to help eliminate the stigmas around mental health that still exist today. NOYZ is partnering with CALM (Campaign Against Living Miserably), an organisation that drives awareness and provides important services, resources, and tools to support our mental health.

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