Expand Beyond the Gender Binary, with Boy Smells’ Matthew Herman

One idea has ruled the fragrance industry for generations: women wear florals and men wear musks. When Matthew and his co-founder, David Kien, began making candles out of their kitchen, they took a different stance. They named the brand Boy Smells and packaged products in a pink box, giving rise to what they call “genderful” expression. It’s an invitation to embrace the gender spectrum and tap into your fullest power by calling on both the feminine and the masculine.In this episode, Matthew sits down with Marianne Mychaskiw, who runs communications at Scentbird. He explores the history of gender-based marketing, collaborations with Grace Jones and Kacey Musgraves, and why Boy Smells is a love letter to his younger self.Highlights:Matthew's relationship with scent growing upEmbracing the fullness of your identity: “genderful” vs. genderlessCalling on both the masculine and feminineWorking for great fashion designers in London and New YorkTreating Boy Smells like a fashion vs. fragrance brandStarting Boy Smells with David Kien from their LA kitchenWhy they called it Boy Smells and packaged products in a pink boxThe brand as a love letter to Matthew’s previous selfScent Spotlight: Cowboy Kush, Violet Ends, Grace, Slow Burn, & Hinoki FantômeHow the collaboration with Kacey Musgraves started in the DMsWhy Grace Jones is the original gender disruptorScent Connection, Beyond-the-Binary EditionWhat a David Bowie scent might smell likeAlexander McQueen’s influenceA brief history of gender-based marketingWhat Matthew would say to his 13-year-old selfFeatured Fragrances:Cowboy Kush by Boy SmellsViolet Ends by Boy Smells‍Featured Candles:Grace by Boy Smells‍Slow Burn by Boy Smells‍Hinoki Fantôme by Boy SmellsSoak in all of our audio and video content at https://podcast.scentbird.com.