Boy Smells

Boy Smells is a queer-owned fragrance and home-scent brand founded in 2016 in Los Angeles by partners Matthew Herman and David Kien, who both came from fashion and production backgrounds.[2][3] The company first gained attention with candles that mixed notes often coded as masculine and feminine, reflecting a clear focus on gender-inclusive scent design.[2][3] Early hits such as Cowboy Kush and collaborations like the Kacey Musgraves candle "Slow Burn" helped the brand build a strong following among younger, culture-focused consumers.[2][3]

In 2021, Boy Smells expanded from candles into fine fragrances, launching an initial collection of gender-neutral cologne de parfums priced in the under-$100 niche segment.[1][2] These scents, including Rose Load, Violet Ends, Flor de la Virgen, Suede Pony, and Tantrum, carried forward the brand’s approach of pairing unexpected materials such as leather, incense, rhubarb, and green peppercorn with more traditionally pretty florals and musks.[1][4] Reviewers commonly note that the line leans into contrast: sweet versus smoky, creamy versus sharp, floral versus resinous.[1][4]

In early 2024, Boy Smells underwent a rebrand under a new group of gay investors, adjusting its positioning, visual identity, and pricing to target more entry-level fragrance consumers while keeping production in Los Angeles.[2][3] The updated range includes Sephora-exclusive scents like Rosy Cheeks, Coco Cream, and Sugar Baby at a slightly lower price point and in smaller bottle sizes compared to the original perfumes.[2] Despite the changes, the brand continues to emphasize queer ownership, inclusive marketing, and playful scent concepts that challenge traditional gender categories in fragrance.[2][3]