Scent Beauty Expands Leadership Team Expertise Appointing Beauty Industry Veteran Yoana Land as Chief Financial Officer

Former L'Oréal finance executive joins Scent Beauty as fragrance company enters its next phase of growth

NEW YORK, Oct. 6, 2026 /PRNewswire/ -- Scent Beauty, an emerging leader in developing culturally relevant and innovative fragrance brands, announces the appointment of Yoana Land as Chief Financial Officer. Land brings more than 25 years of experience across beauty, consumer businesses and private equity, including senior finance and transformation roles at several leading global organizations.

Land's appointment demonstrates Scent Beauty's continued commitment to add expertise and operational know-how to its leadership bench as the company expands its portfolio and global business. Recent milestones for the company include strategic new portfolio partnerships and acquisitions – including Calliope by Megan Moroney, Sweet Tooth by Sabrina Carpenter, and Untamed by Stetson – solidifying its position as a modern, dynamic fragrance player poised for further growth under the leadership of Co-Founder and CEO Stephen Mormoris, former longtime CMO of Coty's Global Fragrance Division.

As Chief Financial Officer, Land will oversee Scent Beauty's financial strategy working closely with Mormoris and the existing Scent Beauty executive leadership team – including Jesse Bartley, Chief Commercial Officer and Doreen Butcher, Vice President of Marketing – to drive sustainable growth, strengthen operational capabilities and advance the company's long-term strategic priorities.

"Yoana's combination of beauty industry experience, financial leadership and transformation expertise makes her an incredibly valuable addition to Scent Beauty," said Mormoris. "We built Scent Beauty on the belief that fragrance can move at the speed of culture, bringing together creativity, innovation and new ways of reaching consumers. As we enter our next chapter, Yoana brings the strategic and operational expertise to help us scale that vision and unlock new opportunities for the business."

Prior to joining Scent Beauty, Land spent a decade at L'Oréal where she held senior finance and transformation leadership positions across North America and Asia, including Division CFO, North Asia Zone CFO, Digital & Ecommerce CFO and CFO for North America Transformation Office. She most recently served as CFO advisor at Warburg portfolio companies and previously served as CFO of Jaya Apparel Group. Her experience spanning financial strategy, digital and ecommerce, and enterprise transformation gives Land a unique and multifaceted perspective on the evolving global beauty landscape.

"Scent Beauty has built tremendous momentum by combining creativity and innovation with a distinct understanding of today's fragrance consumer," said Land. "I'm excited to partner with Steve and the leadership team to build on that foundation and strengthen the organization as it scales."

Land will work closely with current Scent Beauty CFO and Co-Founder Jim Shiah to support the business transition. Shiah will continue to be involved in key strategic projects in an advisory capacity for the company beginning in 2027.

ABOUT SCENT BEAUTY, INC.
Scent Beauty, Inc. is a multi-brand fragrance platform that partners with culturally influential brands, celebrities and creators to develop distinctive fragrance and scented products for consumers worldwide. Its growing portfolio includes STETSON, Dolly Parton, Sabrina Carpenter, Megan Moroney and others, with products available on ScentBeauty.com and through leading retail partners. Headquartered in New York City, Scent Beauty is a privately held company led by industry veterans with experience across L'Oréal, Coty, Estée Lauder and LVMH delivering innovative fragrance experiences grounded in creativity, inclusivity, and sustainability.

To learn more about Scent Beauty, visit https://scentbeauty.com/.

SOURCE Scent Beauty