Rituals transform how we live, work, and create—but closer to home, they can do something much greater: encourage self-love. For conscious creators like Matthew Herman, this idea is especially prevalent. Enter Boy Smells.

Co-founded in late 2015 with his partner David Kien, Matthew and the team have worked diligently to create a gender-inclusive lifestyle brand that, in their words, encourages people to “make loving your identity a daily ritual.” With products ranging from candles to fragrances to intimates, Boy Smells aptly puts the personal back in personal care routine. 

While much of Boy Smells’ journey is reminiscent of Matthew’s personal experiences, the brand has embraced its community every step of the way. In this interview, Matthew shared more about his journey from fashion to fragrance, the ins and outs of building a genderful brand, and what he’s learned about slowing down—and living an abundant life. This episode also opens with a story by Julianne Fraser.