The chat around the frag-o-sphere as of late has been steaming about Boy Smell's big rebrand. It's been called everything from Temu-ified to TikTok-bait. And aside from our thoughts about it (of which they exist in abundance), we wondered what rebrands are for, when are they successful, and what do brands owe their audience?

[What we smell like today: Montale Arabians Musk, Fugazzi Vanilla Haze]

We're hosting a Scent Swap at Talea in Williamsburg on May 7th from 6-9pm. It's free with RSVP. Bring at least one fragrance to swap and enjoy the bevs and snacks from our host.

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