The Story
Why it exists.
The beginning
Jacques Huclier and Boy Smells joined forces in 2025 to capture a specific feeling: the taste of a first kiss, reimagined as a wearable scent. Boy Smells, founded in 2015 as a queer-owned candle company, had already built a reputation for inclusive, skin-friendly fragrances that reject the gatekeeping of traditional perfumery. Huclier brought his expertise in creating accessible yet sophisticated compositions, understanding that the best fragrances feel personal rather than performative. The brief was clear: raspberry as the reckless beginning, cherry blossom as the softening that follows, and a finish that feels warm and earned.
The note selection reflects a philosophy that fruity fragrances need not be one-dimensional. Raspberry provides the essential brightness. Cherry blossom adds the romantic softening that prevents harshness. Butter and cocoa create the gourmand element that makes the drydown feel earned rather than obligatory. These choices work together to create something that reads as cohesive rather than scattered. The fragrance does not try to be three different things. It tries to be one complete experience that happens to evolve.
The evolution
The fragrance moves from raspberry's electric opening through cherry blossom's tender middle and arrives at butter-cocoa warmth with purpose. Each phase represents a stage of intimacy: the bold claim of attention, the vulnerability of opening up, and the comfortable closeness that follows. The cherry blossom does not compete with raspberry but rather creates breathing room around it. The drydown extends this breathing room into something that feels shared rather than broadcast.
Cultural impact
Since its 2025 debut, Fruity Lips has sparked conversation among Boy Smells fans for its unapologetically sweet profile. Wearers often cite the fragrance as a playful expression of gender‑free scenting, fitting the brand’s queer‑owned ethos while standing out in a market that leans toward minimalist woods. Its bright fruit‑gourmand blend makes it a go‑to for those seeking a scent that feels both nostalgic and modern.
