Boots star Jack Cameron Kay is heating up timelines with a sizzling new photoshoot for cult-favourite fragrance and lifestyle brand Boy Smells — and fans can’t get enough.
The actor, best known for his breakout role in Netflix’s queer military drama Boots, is baring more than just his soul this time. The striking campaign shows off Kay’s toned physique, magnetic presence, and unapologetic confidence, with a series of sensual, moody portraits that quickly went viral across social media.
The Photos That Broke the Internet
Shot in soft lighting and styled with gender-fluid flair — a Boy Smells signature — Kay’s photos blur the lines between masculine and sensual, strength and softness. Whether shirtless in a leather jacket or lounging in silk and scent, Kay oozes charm and charisma.
One fan on X wrote:
“Jack Cameron Kay’s Boy Smells shoot is a public service. We are not worthy.”
Another simply said:
“Jack Cameron Kay just ended thirst traps. It’s over. He won.”
The campaign aligns with Boy Smells’ ongoing celebration of queer identity, fluid beauty, and bold sensuality — and Kay, already a rising LGBTQ+ icon thanks to Boots, is the perfect fit.
‘BOOTS’ star Jack Cameron Kay in a new campaign for Boy Smells. pic.twitter.com/IQRbbmz4bN
— ✰ (@MENin4K) January 21, 2026
Viral Reaction
Within hours of launch, the photos were trending across Instagram, X, and TikTok, with fans creating edits, reaction videos, and memes in tribute to Kay’s steamy new look.
The campaign rollout is also helping reignite online buzz around Boots, after recent controversy surrounding the show’s surprise cancellation by Netflix despite strong viewership numbers.
