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How Do You Bounce Back After Backlash? Boy Smells Offers an Answer

The queer-founded fragrance label is opening its first-ever store, months after weathering negative chatter around its creative overhaul. Now, it’s ready to win core customers back — and reach new ones.

The Boy Smells SoHo storefront — The new store will open on SoHo's Elizabeth Street. (Courtesy)

By

Daniela Morosini

15 October 2025

BoF PROFESSIONAL

Niche fragrance maker Boy Smells’ first brick-and-mortar location, officially opening on Thursday in New York’s SoHo, isn’t just a bid to reach new customers. It’s also in the hopes of reintroducing itself to some of its old ones, and reassuring them its ethos remains unchanged.

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About the author

Daniela Morosini

Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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Beauty:Fragrance

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