US perfume brand Boy Smells rebranded this month to less-than-stellar reviews.
The new ‘2.0’ iteration of the business included an overhaul of its packaging design, new fragrances and a reformulation of its most popular scents.
Founders Matthew Herman and David Kien, who established the business in 2015, claimed the new look is a “bolder, bigger and more balanced” take on the ‘genderful’ brand.
“For the scent reformulation of Boy Smells 2.0, we have continued to work with the same fragrance houses (some of the most highly regarded in the industry),” the company said in a statement.
“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 [the perfume] Hinoki Fantôme.”
But not everyone is happy with Boy Smells’ rebrand direction.
Users took to social media to critique the new bottle designs, which some felt are now more feminine-coded and catered to Gen Z – foregoing its gender-neutral and inclusive origins.
“This is a betrayal of the queerness your brand used to represent. I feel like with all of the negative responses, you might put out a statement towards the people who are disappointed and saddened by this rebranding,” said Instagram user @gray_fresh in a Boy Smells post revealing the rebrand.
“How did we go from rush candles to straight girl beige core hell… just bring back the old scents and the undies plsssssss,” commented another Instagram user @hasselbladcowboy.
Another, with the Instagram handle @jakeypatch, said: “The same brand behind Cowboy Kush and a poppers-themed drop is now making … Coco Cream and Sugar Baby? The Sephorafication y’all.”
“Perhaps the worst rebrand I have ever seen. The bottles and overall packaging used to be so sleek and chic,” said Alexah Aaliyah (@alexahsalu).
In response, Boy Smells reassured consumers that it was still a “queer-owned, queer-led fragrance and candle company”.
Boy Smells said in an Instagram post: “We’re rooted in genderfulness – where binaries dissolve.
“We embrace that identity isn’t static, because neither are we.
“Our moods. Our phases. Our playful contradictions. We’re never one thing. We invite you into the power of scent, where fragrance isn’t gendered, but generous.”
However, users on #PerfumeTok, TikTok’s dedicated fragrance hashtag, have also lamented the reformulated scents and recent additions to the brand’s portfolio.
TikTok user @Michysmells posted a TikTok giving her thoughts on the rebrand on 11 April.
“I am mourning the loss of Boy Smells,” said Michysmells in the video which has been viewed more than 15,000 times.
“These new fragrances have lost all of that soul and all of that intrigue.”
TikTok user Lauren Loves Fragrance commented on the video: “I gather the brand wasn’t doing because it lacked mass appeal.
“The scents were just too *out there* for Sephora. I’m sure the rebranded will sell better. Also, it’s giving Glossier aesthetic?”
Others have been more receptive to the changes.
“Looks fabulous…can’t wait to explore the new scents and candles! Thanks for your hard work,” said Instagram user @mschatzb123.
“Would love to see a pop-up announced soon to celebrate the rebrand!”, said @itsluisariel on Instagram.