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A decade into its lifetime, Boy Smells is entering a new era. On Friday, the Los Angeles-based fragrance brand launched a rebrand, calling its new look “Boy Smells 2.0.” Out are Boy Smells’ original perfume bottles of oversized black caps and pink and black labels, and in are bicolored vials in more conventional proportions. The brand has also reformulated existing scents like Cowboy Kush and Violet Ends to be more powerful and longer-lasting and launched new, on-trend gourmand scents like Coco Cream and Sugar Baby.
But despite hitting on trendy scents, the rebrand has led some consumers to express disappointment with what they feel is a watered-down version of Boy Smells’ original ethos. On X, Daisy Alioto, co-founder of cultural publication Dirt, called the Boy Smells rebranding “the Temufication of an already Targetified indie brand.”
Fragrance consumers are sensitive to any changes in their beloved perfumes, often decrying reformulations when an indie brand gets bought out by a large conglomerate. But many fragrance consumers have taken issue not just with Boy Smells’ new scents, but also with what appears to be a discarding of its roots.
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