Recently, Beach House Group announced the appointment of Malena Higuera as CEO of its Gen Z-focused fragrance brand, Noyz. In her new role, Higuera will be responsible for overseeing Noyz’s four-fragrance collection, which launched in June.
Higuera is a seasoned executive in the beauty industry, having previously served as General Manager of Urban Decay at L’Oréal, where her task was to modernize the commercial footprint of the cosmetics brand, particularly in the areas of specialty retail and direct-to-consumer (DTC). Prior to that, she held several leadership positions at the French beauty giant, including Senior Vice President of Marketing for L’Oréal Paris and Global and U.S. General Manager of Dermablend Professional.
Noyz was co-developed by Beach House Group co-founder Shaun Neff and renowned perfumer Jérôme Epinette, aiming to disrupt the fragrance market with bold and authentic scents that tell real stories. Higuera expressed her excitement about joining the brand, emphasizing its mission to create premium, expressive fragrances rooted in genuine storytelling.
Under her leadership, Higuera aims to prioritize storytelling and community engagement, with the goal of transforming Noyz into a brand that resonates more deeply with consumers.
