Matthew Herman - Retail Innovation Conference & Expo

Matthew Herman

Matthew Herman

Creator + Co-Founder

Boy Smells

Born and raised under the Austin, Texas sun, Boy Smells creator Matthew Herman crafted the boundary-breaking brand similarly to how he crafted his own destiny: by manifesting his dreams into full bloom. After graduating from Central Saint Martins with a coveted degree in womenswear, Matthew dove headfirst into the complex and nuanced world of fashion design, working with brands including Herve Leger, Proenza Schouler, Kendall and Kylie, and Zac Posen, culminating in a role as the design director at Nasty Gal during the brand’s peak. With an ever-present creative compass and imaginative vision alongside a breadth of technical design experience, Matthew began experimenting with candle making, and the prolific Boy Smells was born. Named Boy Smells but packaged in pink, Matthew’s utmost intention was to disrupt traditional gender constructs that he personally felt stifled by. He playfully and subversively creates products that encourage authentic expression. Coining “genderful,” a new definition for celebrating gender rather than removing it from societal dialogue, Matthew has become the ultimate mastermind in intertwining ingenious masculine and feminine scent notes. A visual creative at heart, Matthew creates captivating moodboards and visuals for each launch, and draws inspiration from ancient history, modern artwork and his own experiences to truly revolutionize the personal care category. Matthew is passionate about expressing the brand’s purpose and bringing ideas from spark to flame, from the smallest detail of product design to every architectural facet of a retail space. His imaginative ideas, artistic acumen and commitment to authenticity have catapulted Boy Smells from indie startup to internationally recognized, award-winning brand, speaking to a new generation of global consumers.

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