Boy Smells Scales Global Retail Footprint to 750 Stores

Origins and Ethos: The Birth of “Genderful” Fragrance As Herman said, “Being able to tap into your masculinity and your femininity simultaneously makes you a more well-rounded, fully realized individual.

And I think that there’s power on both sides of that spectrum.” The first products, hand-poured candles infused with natural oils and a coconut–beeswax blend, included cult hits like Cinderose (rose + smoke) and Gardener (tomato vine + honeysuckle) that reimagined domestic intimacy.

The brand’s signature design, minimalist black jars, pink labels, and cheeky names, quickly became emblematic of its tactile, inclusive message. Milestones and Timeline 2015–2016: Boy Smells launches candles from the founders’ Los Angeles kitchen, selling exclusively online.

2017: Brand introduces its first clothing line, Unmentionables, a minimalist underwear range designed for all genders. 2019–2020: DTC growth surges with influencer buzz and collaborations; candles reach “it object” status across social media…