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Boy Smells

Boy Smells
TypeIndependent
IndustryConsumer goods
Founded2016; 10 years ago (2016) (Los Angeles, U.S.)
FoundersMatthew Herman
David Kien
HeadquartersLos Angeles
ProductsCosmetics
Websitehttps://boysmells.com/

Boy Smells is a perfumery brand founded in 2016 in Los Angeles by Matthew Herman and David Kien.[1]

The brand regularly collaborates with social media influencers — such as Vanillamace[2] and Nicolas Sturniolo[3] — to appeal to Gen Z consumers.[4]

History

Boy Smells was founded in 2016 as scented candle brand for customers who are "design-oriented with a touch of queerness.[5] The brand focused on scents that broke from traditional gender norms.[6]

The brand saw an increase in scented candle sales in relation to COVID-19 quarantining.[7]

In 2021, in collaboration with Robertet Group, the brand expanded into perfumes with its five-variant Cologne de Parfum collection by perfumer Jérôme Epinette.[8][9]

Following a surge in interest in poppers in the wake of Troye Sivan's 2023 song "Rush," Boy Smells released its Citrush candles and perfumes.[10][11]

In 2025, the brand underwent a controversial rebranding.[12] The move was criticized by some as "straightwashing," or abandoning of the brand's LGBTQ+ origins, in order to appeal to Gen Alpha and Gen Z.[13] The brand's sculptural black-and-pink bottles were replaced with colorful glass bottles,[14] derided by some as resembling electronic cigarettes.[15] As party of its rebranding, Boy Smells opened a pop-up boutique in New York City's trendy SoHo neighborhood, adjacent to fragrance competitors such as Byredo and Le Labo.[16]

Products

Perfumes

  • Cashmere Kush (2022, discontinued)
  • Citrush (2025)
  • Citrush Gold (2026) – collaboration with Nicolas Sturniolo[17]
  • Coco Cream (2025)
  • Coco Hinoki (2026)
  • Cowboy Kush (2022)
  • Flor de la Virgen (2021, discontinued)
  • Hinoki Fantôme (2022)
  • Italian Kush (2022, discontinued)
  • Les (2023, discontinued)
  • Marble Fruit (2021, discontinued)
  • Peachy Oudy (2025)
  • Red Hot (2025)
  • Rose Load (2021, discontinued)
  • Rosy Cheeks (2025)
  • Solar Drip (2026)
  • Suede Pony (2021, discontinued)
  • Sugar Baby (2025)
  • Tantrum (2021, discontinued)
  • Vanilla Era (2025) – collaboration with Vanillamace[18]
  • Violet Ends (2025)
  • Woodphoria (2022)

Hair and Body Mists

  • Cherry Slay
  • Chestnut Cheeks
  • Citrush
  • Cream Dream
  • Cuc
  • Soft Wood
  • Water Melons

Candles and reed diffusers

  • Ash
  • Citrush
  • Coco Cream
  • Coco Hinoki
  • Cowboy Kush
  • Hinoki Fantôme
  • Kush
  • Les
  • Vanilla Era
  • Violet Ends
  • Woodphoria

See also

References

  1. ^ Hannah Baxter (July 26, 2017). "A Cannabis Candle Turned This Side Hustle into a Full-Time Career". Coveteur. Retrieved June 23, 2026.
  2. ^ Kleigh Balugo (April 24, 2026). "Vanillamace's Sold Out Boy Smells Perfume Has Returned". Hypebae. Retrieved June 23, 2026.
  3. ^ "Citrush Gold". Boy Smells. Retrieved June 23, 2026.
  4. ^ Claire McCormack (April 17, 2025). "Boy Smells' Rebrand Doesn't Pass Its Dedicated Fans' Sniff Test". Beauty Independent. Retrieved June 23, 2026.
  5. ^ Alexis Chenu (December 16, 2022). "Boy Smells: From candles to perfumes, a success story". FashionNetwork. Retrieved June 23, 2026.
  6. ^ Afdhel Aziz (October 9, 2020). "How Supercool Queer-Owned Boy Smells Celebrates A 'GenderFul' Lifestyle". Forbes. Retrieved June 23, 2026.
  7. ^ Marilyn La Jeunesse (March 8, 2021). "Boy Smells' New Fragrances Are as Enchanting and Complex as You". Them (magazine). Retrieved June 23, 2026.
  8. ^ Marilyn La Jeunesse (March 8, 2021). "Boy Smells' New Fragrances Are as Enchanting and Complex as You". Them (magazine). Retrieved June 23, 2026.
  9. ^ Steph Saltzman (March 2, 2021). "Mega-Popular Candle Brand Boy Smells Expands Into Personal Fragrance". Fashionista. Retrieved June 23, 2026.
  10. ^ Olivia Craighead (June 25, 2024). "Now Your Home Can Smell Like Poppers". The Cut (publication). Retrieved June 29, 2026.
  11. ^ "We Did Poppers With the Stars at the Interview x Boy Smells Pride Party". Interview (magazine). June 14, 2024. Retrieved June 29, 2026.
  12. ^ Claire McCormack (April 17, 2025). "Boy Smells' Rebrand Doesn't Pass Its Dedicated Fans' Sniff Test". Beauty Independent. Retrieved June 23, 2026.
  13. ^ Tembe Denton-Hurst (May 16, 2025). "Am I the Only Person Who Likes the Boy Smells Rebrand?". New York (magazine). Retrieved June 25, 2026.
  14. ^ Emily Jensen (April 18, 2025). "Boy Smells debuted a rebrand. PerfumeTok is not happy". Glossy. Retrieved June 23, 2026.
  15. ^ Carol Lee (April 22, 2025). "We Tried Boy Smells 2.0's New Scents". The Cut (publication). Retrieved June 23, 2026.
  16. ^ Janelle Sessoms (October 15, 2025). "Boy Smells Takes on Retail With Its First-Ever Flagship Pop-Up". Fashionista (website). Retrieved June 29, 2026.
  17. ^ "Citrush Gold". Boy Smells. Retrieved June 23, 2026.
  18. ^ Kleigh Balugo (April 24, 2026). "Vanillamace's Sold Out Boy Smells Perfume Has Returned". Hypebae. Retrieved June 23, 2026.

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