1. The business is mainly focused on the United States, with core operations in the design, production, and online sales of fragrance candles, perfumes, and home fragrance products. 2. In the beauty/fragrance e-commerce space, it is an emerging designer brand, with competitors including Diptyque, Jo Malone, and Byredo. 3. The brand terms used on the official website are "Boy Smells" or "Boysmells".