To craft an ever-evolving collection of perfumes and home fragrances that let you play with scent to express everything that is you. We are here for every side of you. Collect them all. Mix’ and match. And most importantly: follow your nose.

From the height of Millennialism to a new era in 2025, we never stop evolving.

Bold, boundary-breaking, and beautifully in-between. We are rooted in genderfulness - not as a passing trend, but as a constant way of being.

Because identity isn't static. And neither are we. We embrace the full spectrum. Every facet of self. The moods. The phases. The playful contradictions. The joy of reinvention - Never one thing, and never meant to be, We stand for multiplicity.

Invite you into the power of scent - where fragrance isn't gendered, but generous. Where binaries dissolve. And something new takes shape.

SAME PERFUMERS, NEW FORMULAS

What’s stayed the same: For the scent reformulation of Boy Smells 2.0, we have continued to work with the same fragrances houses (some of the most highly regarded in the industry). We are also using the same high quality ingredients as before — no scent note has been added or removed from any of your faves. We have simply redistributed concentrations of each note for a more balanced wear (with the exception of Hinoki Fantôme, which we updated to smell EXACTLY like our all-time best selling candle with the same name).

What’s changed: Over the past few years, we listened to our customer feedback and heard what is most important to you — long-lasting scents, more approachable smells and a balanced final formula. Boy Smells 2.0 is just that: bolder, bigger and more balanced. We can’t wait to hear what you think.