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Scent Beauty Appoints Yoana Land as CFO to Support Next Phase of Growth

HEALTH & BEAUTY

10/7/20262 min read

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

Scent Beauty, a fast-growing fragrance company known for partnering with celebrity brands and cultural icons, has appointed Yoana Land as its new Chief Financial Officer. The leadership addition comes as the company continues to expand its portfolio and strengthen its position within the global fragrance market.

With more than 25 years of experience spanning the beauty, consumer goods, and private equity sectors, Land brings extensive expertise in financial leadership, business transformation, and strategic growth. Her appointment reflects Scent Beauty's ongoing investment in building a leadership team capable of supporting its long-term ambitions.

Strengthening Leadership for Future Expansion

Founded with the goal of creating culturally relevant fragrance brands, Scent Beauty has emerged as a significant player in the fragrance industry through partnerships with well-known celebrities and creators. The company has recently expanded its portfolio through new partnerships and acquisitions, including fragrance brands associated with Megan Moroney, Sabrina Carpenter, and the iconic Stetson brand.

These additions have helped position the company for continued growth in an increasingly competitive market. As the organization enters a new stage of expansion, leadership believes Land's financial and operational expertise will play an important role in scaling the business and enhancing its capabilities.

According to Stephen Mormoris, Co-Founder and CEO of Scent Beauty, the company was built on the idea that fragrance should evolve with culture, combining creativity and innovation with modern consumer engagement strategies. He noted that Land's experience makes her a valuable addition as the business pursues new growth opportunities.

Career Built on Finance and Transformation

Before joining Scent Beauty, Yoana Land spent a decade at L'Oréal, where she held several senior finance and transformation leadership positions across North America and Asia. Her previous roles included Division CFO, North Asia Zone CFO, Digital & Ecommerce CFO, and CFO for the North America Transformation Office.

More recently, Land served as a CFO advisor for companies within the Warburg portfolio and previously held the role of CFO at Jaya Apparel Group. Her combination of experience in financial strategy, digital commerce, organizational transformation, and operational management provides a broad perspective on the changing dynamics of the beauty and consumer products industries.

Driving Sustainable Growth and Operational Excellence

In her new position, Land will oversee the company's financial strategy and work closely with executive leadership to support sustainable growth, strengthen operational performance, and help execute Scent Beauty's long-term business objectives. She will collaborate with key leaders across the organization, including Chief Commercial Officer Jesse Bartley and Vice President of Marketing Doreen Butcher.

Land expressed enthusiasm about joining the company, highlighting Scent Beauty's ability to combine creativity and innovation with a strong understanding of today's fragrance consumer. She emphasized her commitment to helping the organization build on its momentum while preparing for future expansion.

Transition Plans and Looking Ahead

As part of the leadership transition, Land will work closely with current CFO and Co-Founder Jim Shiah. Shiah will continue supporting the business through key strategic initiatives in an advisory role beginning in 2027.

The appointment signals another important step in Scent Beauty's evolution as it continues expanding its portfolio of fragrance brands and seeking new opportunities in the global market. By adding an experienced finance executive with a deep understanding of the beauty industry, the company is positioning itself to support continued innovation, operational excellence, and long-term growth.

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