Boy Smells is a perfumery brand founded in 2016 in Los Angeles by Matthew Herman and David Kien.
The brand regularly collaborates with social media influencers — such as Vanillamace and Nicolas Sturniolo — to appeal to Gen Z consumers.
History Boy Smells was founded in 2016 as scented candle brand for customers who are "design-oriented with a touch of queerness. The brand focused on scents that broke from traditional gender norms.
The brand saw an increase in scented candle sales in relation to COVID-19 quarantining.
In 2021, in collaboration with Robertet Group, the brand expanded into perfumes with its five-variant Cologne de Parfum collection by perfumer Jérôme Epinette.
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.
In 2025, the brand underwent a controversial rebranding. 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. The brand's sculptural black-and-pink bottles were replaced with colorful glass bottles, derided by some as resembling electronic cigarettes. 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.
Products Perfumes Cashmere Kush (2022, discontinued) Citrush (2025) Citrush Gold (2026) – collaboration with Nicolas Sturniolo 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 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 Byredo Diptyque Le Labo
References
External links