# @puckdotnews on Instagram

- **Type:** Image
- **Original URL:** https://www.instagram.com/p/DJDBaBIz6GX
- **Gondola URL:** https://gondola.cc/posts/73246960-puckdotnews-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/ffdb365524.jpg
- **Posted:** 2025-04-29T22:27:18.000+00:00
- **Account Owner:** Puck (@puckdotnews) — https://gondola.cc/puckdotnews

## Caption

It’s nearly impossible to win with a rebrand in beauty—and that’s no different for Boy Smells. ⁠
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“When a new group of investors acquired Boy Smells from its founders through a distressed sale, in 2023, the brand had seven-figure debts and was dangerously close to closing down,” Puck’s Rachel Strugatz reports.⁠
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“Its Sephora-friendly rebrand this month was an attempt to make the line more commercially viable, and adhere with fragrance trends today. Without new owners and an overhaul, Boy Smells would have closed down years ago.”⁠
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That being said, not everyone is a fan. Rachel charts the Boy Smells 2.0 reception, at the link in bio.⁠
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Photos courtesy of Boy Smells⁠
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#BoySmells #Perfume #Fragrance #Beauty #Sephora

## Stats

- **Views:** 0
- **Likes:** 131
- **Shares:** 0
- **Comments:** 1

## Tags

fragrance, perfume, boysmells, sephora, beauty

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