Heritage
A house, in its own words
The story began in 2015 when Matthew Herman and David Kien launched Boy Smells as a candle company in Los Angeles. Their first line featured bold, unapologetically scented candles that challenged the pastel, gender‑specific market of the time. By 2016 the duo had positioned the brand as a gender‑fluid alternative, a stance highlighted in early interviews that described the label as a love letter to non‑binary expression. In 2021 Boy Smells expanded into fine fragrances, releasing its inaugural perfume line and signaling a shift from home‑only to body‑focused products. The expansion was covered by industry outlets that noted the brand’s seamless transition from wax to skin. A pop‑up flagship opened at 268 Elizabeth Street in New York’s SoHo in 2022, giving shoppers a tactile space to experience both candles and perfumes. The same year the brand introduced collaborations with artists such as Grace Jones and musician Kacey Musgraves, reinforcing its cultural relevance. In 2025 Boy Smells unveiled a new visual identity; the redesign sparked debate across social media, with some critics labeling it the “worst rebrand of 2025.” Despite mixed reactions, the rebrand underscored the founders’ willingness to evolve. Throughout its decade‑long journey, Boy Smells has remained anchored in a Los Angeles studio, where the founders continue to experiment with scent, design, and inclusive storytelling. Boy Smells frames fragrance as a gender‑free language. The founders describe their mission as creating an ever‑evolving collection that feels at home on a candle holder or a wrist. Their public statements stress inclusivity, positioning scent as a personal expression rather than a market‑driven category. The brand’s “genderful” label reflects a deliberate rejection of binary marketing, a theme explored in a 2023 interview where Herman explained that scent should be a love letter to one’s younger self, regardless of gender identity. Collaboration is another pillar; partnerships with musicians and visual artists are chosen for shared values rather than pure commercial gain. Sustainability appears in their sourcing narrative, with an emphasis on responsibly harvested essential oils and recycled packaging. The philosophy also embraces playfulness: whimsical names like Cherry Slay and Sugar Baby coexist with serious craftsmanship, inviting consumers to approach scent with curiosity and confidence.