Fragrance house

Noteworthy

Founded in 2021 by beauty-industry veterans Luke Weston and Ashley Boyce, Noteworthy originated in their effort to make choosing a signature fragrance easier, following years of working together at Unilever. The brand formally launched on March 30, 2023, after a seven-month beta period, as a sister brand of PROVEN Skincare, sharing PROVEN’s technology, talent, user base, and funding. Noteworthy uses an AI- and data-science-backed quiz that considers a customer’s personality, life experience, and preferences to generate fragrance recommendations. Its current model brings together behavioral scientists, who interpret the customer, and master perfumers, who compose a scent for that individual. The collection is built around individually composed fragrances rather than a single house signature, with each scent created for a personality.