Let’s hear it for the boys: Co-founder of fragrance brand Boy Smells on bringing ‘genderful’ to the masses

Fragrance is beginning to wake up to the potential of the genderless beauty movement – but ‘genderful’ is the concept coined and trademarked by the founders of indie brand Boys Smells, and it’s driving them to achieve new dimensions in the category.

So, what does ‘genderful’ mean? “The short answer is gender inclusion,” Matthew Herman, co-founder of Boy Smells, tells Cosmetics Business.

“The broader answer is that when I started Boy Smells,