Noyz appoints former Urban Decay GM as new CEO

Fragrance brand Noyz has appointed Malena Higuera as its new Chief Executive Officer.

Higuera joins Noyz from Urban Decay, where she served as General Manager from September 2020 until March this year.

Prior to this, she worked at L'Oreal as General Manager Dermabelnd Professional Global & US, leading both global development and US operational teams. She also previously worked as SVP US Marketing at L'Oreal Paris.

In a post on Instagram, Higuera said: "I am thrilled to officially step into the role of CEO at Noyz, a modern fragrance brand creating premium, uniquely expressive scents that are rooted in real, raw and authentic storytelling.

"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 norms, and make NOYZ a brand that consumers not only love, but feel a part of."

Founded by Shaun Neff, Noyz launched with four luxury scents aimed at disrupting the fragrance industry, each inspired by real stories and emotions.

The brand believes in intentional development, selecting each ingredient and partnering with top suppliers who share its mission of environmental responsibility.

By creating fragrances inspired by real stories and raw feelings, it also attempts to create space for real conversations to help eliminate the stigmas around mental health. As part of this, the brand partners with CALM (Campaign Against Living Miserably), an organisation that drives awareness and provides services, resources, and tools to support mental health.