Boy Smells Unveils Its Daring New Look

On April 11, beloved fragrance brand Boy Smells announced a striking rebrand, ditching their iconic black-and-pink packaging for vibrant, sleek glass bottles that some say resemble vapes. The immediate reaction? A wave of dissatisfaction from loyal fans.

Farewell to Old Favorites

With the relaunch comes a fresh lineup of scents aimed at a Gen Z audience, including Coco Cream, Rosy Cheeks, and Sugar Baby, leaving some cherished fragrances like LES out in the cold. The brand's transformation even includes a shift in candle aesthetics, abandoning the well-known shiny black jars.

A Departure from Tradition?

Critics on TikTok claim that 'Boy Smells 2.0' forsakes its original queer identity. Creator @thehermeshippie lamented that the new direction seems to erase the brand’s unique genderful ethos, which was once a hallmark of its identity.

Sales Surge Amidst Controversy

Despite the backlash, Boy Smells insists that the rebranding is a success, with sales reaching unprecedented levels in four years. The brand reported a nearly sold-out status on Sephora and an influx of new customers, claiming the change was essential after facing significant sales declines.

Mixed Reactions from Loyal Fans

As devoted fans ourselves, we couldn’t resist sampling the new fragrances. Here’s what the Cut team had to say:

Chantal Fernandez compared the scents to a nostalgic trip to the mall, while Danya Issawi found Coco Cream devolved into an unpleasant corn-like smell. Brooke LaMantia expressed disappointment over the loss of gender neutrality, mourning the original Kush fragrance.

Emily Gould described Rosy Cheeks as surprisingly sophisticated but noted that Sugar Baby had a less desirable vibe, likening it to cheap perfume. Emma Oleck had a love-hate relationship with Coco Cream, calling it reminiscent of Victoria's Secret.

Chinea Rodriguez felt the scents were too youthful for her taste, preferring Rosy Cheeks as a candle or body wash. Bianca Nieves humorously likened the experience to a cartoonish memory of fragrance shopping in a mall.

Carol Lee acknowledged the trendiness of the new packaging but raised concerns about the product caps, while Hanna Flanagan enjoyed the sweet nostalgia that Rosy Cheeks elicited.

Asia Milia Ware nostalgically remembered her teenage fragrance experiments but ultimately found the new scents too juvenile for her preference.

Joanna Nikas concluded that the new offerings might work better as body washes or vapes instead of perfumes.

The Future of Boy Smells

As Boy Smells forges ahead with its new identity, it promises to reintroduce its original scents and maintain its queer-led ethos. Stay tuned to discover if the brand can reconcile its modern appeal with the heart of its unique past.