Boy Smells' Rebrand Is Just Getting Started

After launching five new additions to its lineup, Boy Smells is continuing its rebrand by reimagining a selection of its cult classics.

The packaging of your favorite candles and fragrances like "Cowboy Kush," "Woodphoria," "Hinoki Flame" and "Violet Flames" is getting a more minimalist upgrade, catering to a more youthful audience. Now, when purchasing the brand's bestsellers, you'll receive them encased in their newer look.

The updated design features softer finishes, pared-back typography and a dual-toned palette that reflects what those of the Gen Z and Millennial generation are drawn to. The rebrand is sparking conversation online, with many on social media attempting to decode the new change.

The brand also introduces a new fragrance, "Rosy Cheeks," to its line-up. Meant to mimic a "perfectly ripe fruit," it contains notes of rose, sandalwood and pomegranate.

@boy__smells Introducing Rosy Cheeks—our all-new fragrance that feels like a bite of a perfectly ripe fruit. Smells like pomegranate, roses, and sandalwood. Bright, juicy, and delicious.