Malena Higuera leads Noyz fragrance launch for Ella Langley

Malena Higuera, CEO of Noyz, spearheaded the launch of the fragrance ‘Be Her’ at the Stagecoach country music festival in Indio, California. The launch included stocking several hundred bottles at a local Ulta Beauty and installing a life-size version of the product for festival attendees to sample.

The fragrance is a collaboration between country singer Ella Langley and perfumer Jérôme Epinette of Robertet. Inspired by Langley’s lyrics, the scent is a warm floral composition featuring notes of violet, peony, and bergamot, transitioning into tobacco, cashmere woods, and salted amber.

Higuera, formerly a leader at L’Oréal and General Manager of Urban Decay US, joined Beach House Group as CEO of Noyz in August 2024. Under her leadership, the brand has seen significant social media growth and successful pop-up events.