When it was announced that NOYZ was launching its debut collection of four scents, it also brought with it a very important side story. The company, which is dedicated to being “real” and experiencing “life”, took the subject of mental health as one of its core principles. They have partnered with The Jed Foundation and Campaign Against Living Miserably to actively encourage perfume wearers, and anybody that comes across the brand, to reach out for help and advice if they find themselves struggling in any way with the demands of life in the open or on social media. Remember, asking for help is not a weakness.
NOYZ was founded by Shaun Neff, and his vision for the company was crystal clear. “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.” Perfume was about to get very real.
The fragrance opens with a wonderful mineral and oceanic quality, almost like the sea spray from waves crashing off the rocks, before a fantastic salted fig and lavender arrive to give a real mood-booster quality to the scent. It’s this intensely uplifting effect that gives you the “antidote” quality that we’re all so often looking for, and a hint of violet in here also adds a childlike familiarity. The development of the perfume however brings in an amber-edged tonka bean and vetiver-laced cedarwood, so it transitions into a more warming hug-like glow, as if a calm has descended. Sh**ty Day is an excitingly off-kilter experience, and definitely encourages you to raise two fingers to your troubles.
Sh**ty Day is available from the NOYZ website at noyz.com, and also from Harrods, priced at £85 for 50ml. [Sample provided by Phoenix Beauty]
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