- Ella Langley has partnered with fragrance brand Noyz to co-create "Be Her," soft-launching at Stagecoach on April 24 ahead of a wide release on May 10 at all Ulta Beauty stores.
- "Be Her" is a warm floral eau de parfum with notes of violet, peony, bergamot, tobacco accord, cashmere woods, and salted amber, crafted by master perfumer Jérôme Epinette, and the first-ever celebrity-fronted scent from Noyz.
- The connection was brokered last fall when Shaboozey’s team introduced Noyz founder Shaun Neff to Ella Langley’s manager, Bradley Jackson.
- Noyz's rollout strategy goes beyond a shelf drop: the brand will sample "Be Her" on Langley's Dandelion Tour (kicking off May 7 in Toledo, Ohio), host a co-branded event in Las Vegas during the Country Music Awards, and activate at Stagecoach's invite-only Rodeo Nights after-parties.
The Alabama-born country singer, Ella Langley, has teamed up with fragrance brand Noyz to co-create “Be Her,” her first-ever beauty partnership. The scent soft-launches today at Stagecoach, where Langley performs on the festival’s opening night, before going wide on May 10 at all Ulta Beauty stores.
The deal came together last fall when Shaboozey’s team introduced Noyz founder Shaun Neff to Langley’s manager Bradley Jackson, well before “Choosin’ Texas” was released and became a cultural juggernaut.
That song has now logged 20 weeks at No. 1 on the Billboard Hot Country Songs chart and seven weeks atop the Hot 100, making it the longest-running No. 1 by a female country artist on that chart.
The warm floral scent, featuring violet, peony, bergamot, tobacco accord, cashmere woods, and salted amber, was crafted by master perfumer Jérôme Epinette, the same nose behind Noyz’s existing lineup.
Ella Langley went through 10 iterations before landing on the final version. She described the process as “storytelling through scent.”
Just two weeks ago, Langley dropped her sophomore album Dandelion on April 10, co-produced by Miranda Lambert and Ben West, and is set to launch the Dandelion Tour on May 7.
This Noyz deal marks her first beauty brand partnership. She’s also currently the face of American Eagle, whose spring 2026 campaign has already driven record denim sales.
Much like Megan Moroney fronting Revlon’s Be Unforgettable campaign or Morgan Wallen’s partnership with RYL Tea, this move signals the booming crossover between country music’s rising stars and major brand deals.
For Noyz, the only Beach House Group brand previously without a celebrity attached (its siblings include Shay Mitchell’s Beis and Tracee Ellis Ross’s Pattern), this marks a significant strategic pivot.
Before this deal, the brand had leaned into influencer-driven storytelling, including sponsoring Zayn Malik’s first concert in eight years at launch. “Be Her” is its first celebrity co-creation.
The Stagecoach activation includes several hundred bottles at the Ulta Beauty in Indio, a life-size sprayable bottle installation, and full-size gifting at the Rodeo Nights at Zenyara after-parties hosted by The Tao Group.
Takeaways
The timing here is almost too perfect to be accidental, and that’s exactly what makes it so smart. Neff connected with Langley’s camp before “Choosin’ Texas” blew up, which means both sides got in at the ground floor of what became the biggest song of 2026 across all genres. That’s not luck; that’s a brand founder betting on momentum rather than chasing it.
What’s also interesting here is the deliberate departure from the classic “celebrity holds a bottle on a billboard” model, as Noyz CEO Malena Higuera put it.
The Stagecoach soft-launch, the tour sampling, the CMAs event, this is a ground-up community play that mirrors how Langley built her own fanbase: authentically and in-person.
For Langley, this is brand diversification at the right moment. After American Eagle’s denim campaign, adding a beauty partner with real equity in storytelling (not just slapping her name on a bottle) signals she’s being deliberate about who she aligns with.
With Noyz now breaking from its “no celebrity” model, does this open the door to more artist partnerships, and if so, who’s next? Could the Langley x Noyz collaboration inspire other country stars to pursue beauty partnerships the way pop and hip-hop stars have for years?
