Boy Smells, the cult fragrance brand known for its “genderful” scents and subversive aesthetic, has just unveiled a major rebrand, and longtime fans are less than thrilled. The redesign, dubbed “Boy Smells 2.0,” marks a visual and strategic pivot toward Gen Z. But for many, the brand’s new look feels more like a surrender to the teenage masses than a thoughtful evolution.

The agency General Idea led the rebrand, whose client list includes fragrance standouts like Byredo. Boy Smells’ bottles now feature round caps and bolder logos, echoing design cues familiar to other Gen Z beauty favorites. The brand also introduced Sephora-exclusive scents with names like Rosy Cheeks, Coco Cream, and Sugar Baby, a big step from the grittier energy of legacy scents like Cowboy Kush.