Boss Alive by Hugo Boss Perfume. Femininity isnât about giving up power. Embracing your feminine side means being confident in yourself as well as your sexuality. Youâre choosy about who earns your love itâs a rare gift, but all the more delightful as a result. Hugo Boss Boss Alive perfume was launched in 2020 to capture the poise and positivity of empowered women around the world.Â