noteworthy

Noteworthy is a direct-to-consumer fragrance company founded in 2021 by beauty industry veterans Luke Weston and Ashley Boyce. A sister brand to PROVEN Skincare, Noteworthy aims to simplify the often-overwhelming process of discovering a new perfume. The brand’s core experience is a digital quiz that uses an AI-driven algorithm to analyze a user's personality and preferences. Based on the results, Noteworthy curates a personalized Discovery Kit featuring four fragrance samples, allowing customers to try the scents at home before committing to a full-size bottle. The brand's fragrances are developed by expert perfumers and are manufactured in the USA. They are cruelty-free, and formulated without parabens or phthalates. Noteworthy has gained traction through its tech-forward approach and strong social media presence, particularly on TikTok, positioning itself as a modern solution for consumers seeking a more tailored and convenient way to shop for scents.