While working at the clothing retailer Nasty Gal during its rise, Matthew Herman saw his peers embracing contrasting aesthetics. Girls were dressing in chunky watches and boxy blazers; boys wearing sweatpants with heels or leather with ruffles. But most store aisles were still gendered--especially in the beauty category. The mainstream fragrance aisle for men was all pine forests and musks.
That’s when Herman began spending his evenings creating scents and pouring candles that mashed up traditionally masculine and feminine scents. When he launched his brand of candles and fragrances, Boy Smells, there wasn't necessarily space on shelves for what he calls "genderful" products.
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