Sephora’s Fragrance War

phlur kayali boy smells perfume
The LVMH-owned retailer is throwing its weight behind in what’s been described to me as an all-out “fragrance war” against TikTok and Ulta Beauty. Photo-Illustration: Puck; Photos: Courtesy of Phlur, Kayali, & Boy Smells
Rachel Strugatz
April 16, 2025

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Last week, an industry type posted a photo of these cute little bottles—two-toned with different colored lacquered top halves and rose gold glass bottoms––part of what I soon realized was the “rebrand” of the fragrance and candle purveyor Boy Smells. Admittedly, I was never that impressed with the brand during its first go-round. I found its products to be interchangeable with every other Byredo-wannabe perfume and basic girl candle line. But this Boy Smells looked nothing like its predecessor. Actually, it looked good.