Boy Smells makes some of the best-smelling candles and personal fragrances out there—full stop. Their scents are rich, complex, unexpected, and genuinely memorable, which is rare in a market full of generic and simple unremarkable brands. But the rebrand feels like a massive misstep: it leaned away from what made the brand elevated, mature and progressive, unique and unapologetic. What used to feel bold and subversive now feels like it’s trying too hard to be in on the latest trend… 2 years after it ends. Throughout the rebrand the product seems to have lost a bit of punch, with scent throws weakened and intensities lowered. Candles smell good up close, but disappear when further than a few inches from your hand, even lit for an hour. It's a challenge to justify at the price point.
