Boy Smells began as an experimental candle-making project in a Los Angeles kitchen, and within a decade, it has reshaped how fragrance and personal care intersect with gender expression. Founded in 2016 by Matthew Herman and David Kien, real-life partners and former fashion professionals, the brand originally explored the space between masculine and feminine aesthetics. Now stocked in over 750 retail locations across 35 countries, Boy Smells has become one of the most influential queer-owned fragrance labels in modern beauty.
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.
2021: Boy Smells expands into fine fragrance, debuting perfume line Cologne de Parfum crafted by perfumer Jérôme Epinette (Byredo, Ariana Grande). Hits include Tantrum, Hinoki Fantasies, and viral collaboration Slow Burn with Grammy‑winning artist Kacey Musgraves. 2022: Distribution deal with Sephora U.S.
and Space NK UK; candles and perfumes reach 300 U.S. stores. 2024: Brand appoints former Coach and J.Crew executive David Duplantis as CEO to steer global expansion. 2025: Launch of Boy Smells 2.0, its rebrand introducing redesigned bottles and a retail pop-up in New York’s Elizabeth Street…
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