Historically, fragrances have been strictly “for men” and “for women,” with everything from the campaigns to the bottles and the scents themselves being created within the strict confines of traditional gender roles. And while the past decade has seen brands evolving beyond gendering their scents, shirking the idea altogether and deeming its fragrances “genderless,” Boy Smells is taking a slightly different route. With the arrival of Cologne de Parfum, Boy Smells aims to embrace all parts of the gender spectrum with a phrase it coined, “genderful.”
“Gone are the days of, ‘Oh, buy this fragrance and you’re going to attract a really beautiful woman,’ or ‘Buy this fragrance and you’ll have a sports car,’” explains Matthew Herman, creator and co-founder of Boy Smells. “We really want to create scents that mix masculine and feminine together, that are as complex and layered as the identities of our customers and reflect modern identity through olfactive structures.”
Thanks to the perfect storm of social media hype, a pandemic that forced us to spend more time in our homes, and a little help from superstar Kacey Musgraves, Boy Smells has gone from a small queer-owned candle company to one of the biggest names in home fragrance in just a few short years. Now, the cult candle brand, which has found its way into the living rooms of casual scent lovers and the fragrance-obsessed alike, is poised to make its biggest move yet. Launching tomorrow, Boy Smells is releasing its first collection of fine fragrances, Cologne de Parfum and continuing to blur gender lines while they’re at it.
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