Matthew Herman

Boy Smells Co-Founder and Creator

Prior to founding Boy Smells, Matthew Herman was a veteran of the fashion industry, previously serving as a design director at NastyGal. Herman is Boy Smells’ scent creator whose eye and olfactory palette are finely honed to tell the brand’s story. He is passionate about expressing the brand’s purpose, and translating his vision into Boy Smells’ aesthetics, from the smallest label to an entire retail space. His vision is the brand’s creative range. Launching Boy Smells was an exercise in self-acceptance and his process manifested products that reflected himself and his values, products that re-imagined personal care.