Meet Malena Higuera, CEO of NOYZ. Malena spent nearly two decades at L’Oréal shaping iconic brands like Urban Decay and Dermablend, after early roles at Maybelline and Avon.

She embraced e-commerce marketing before anyone believed in it and went on to pioneer digital-first strategies at scale. And she continues to lead the charge, now by optimizing omni-channel experiences—spanning personal DMs, a hotline, and a California scent tour.

What sets Malena apart? She blends an anthropologist’s curiosity, a marketer’s sharp instincts, and a mentor’s generosity, creating product experiences that are truly human-centered.

In this episode, we get into:

• How to win the “Hunger Games” (hint, it’s using innovation)
• The community as “founder”
• Why constraints breed creativity, with examples from L’Oréal
• The future: how AI, science, and personalization are evolving the industry
• What she’s learned from 174 coffee dates

This is: Cutting Through the Noise

Welcome to the Madness.

Connect w/ Malena

https://www.linkedin.com/in/malenahiguera/

https://www.instagram.com/malenahiguera/

https://www.instagram.com/noyz_official/

Connect w/ the MADWOMEN

https://www.instagram.com/madwomen_studios/

https://www.tiktok.com/@madwomen_studios

https://www.instagram.com/miapokriefka/ https://www.instagram.com/elissaodell/

www.madwomenstudios.com

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