Scent Beauty Appoints Former L'Oréal Executive Yoana Land as CFO

Land joins the New York-based firm following a decade at L'Oréal, where she held high-level finance roles across North America and Asia, including Division CFO and Digital & Ecommerce CFO. Most recently, she served as a CFO advisor for Warburg portfolio companies. Her appointment comes as Scent Beauty looks to capitalize on recent momentum generated by partnerships with figures such as Sabrina Carpenter and Megan Moroney. CEO Stephen Mormoris, a former Coty executive, stated that Land’s expertise in enterprise transformation is critical for the company’s next phase of growth.

Land will work alongside the existing executive team, including Chief Commercial Officer Jesse Bartley and Vice President of Marketing Doreen Butcher, to refine financial strategy and strengthen global operations. Current CFO and co-founder Jim Shiah is set to transition into an advisory role in 2027, focusing on key strategic projects. This leadership shift underscores the company's ambition to bridge the gap between traditional fragrance manufacturing and the fast-paced demands of contemporary digital-first consumers.