Drake’s Better World Fragrance House Lights Up Ulta in NYC with Massive Candle Activation

 If you were anywhere near Herald Square recently, you probably noticed something a little… bigger and brighter than usual. Drake’s Better World Fragrance House launched an epic candle activation outside Ulta, giving fans and fragrance lovers a chance to dive into the BWFH collection up close—and of course, to listen along with some signature Drake tunes.

As you approached, it was hard to miss the eye-catching display: an oversized candle replica in a striking ocean blue hue, topped with the scent name “Carby Musk” in bold gold letters. Fans could even grab a mini gold Sharpie to sign their candle!

Inside the Fragrance

The Better World Fragrance House line isn’t just any celebrity candle collection. Each scent, Drake says, is inspired by a specific memory or place that holds meaning for him. There are five candles in total—Carby Musk, Williamsburg Sleepover, Sweeter Tings, Good Thoughts, and Muskoka—and each has its own story.

Carby Musk, described as a rich mix of sweet, velvety musk layered with amber and floral undertones, stands as the collection’s signature scent and even made its way into a fragrance oil, thanks to Drake’s collaboration with Givaudan’s Senior Perfumer, Michael Carby.

Fans might love the fragrance, but it’s Drake’s attention to detail that makes these candles stand out. The candles are even labeled with a “for” space. This lets buyers personalize each one with the recipient’s name—a thoughtful gesture that also adds a sprinkle of luxury to gift-giving.

Behind the Scenes with Drake’s Team

Michael Carby, the renowned perfumer behind Carby Musk, shared some backstory with fans on how the scent took shape. Drake originally brought the idea to Carby after experiencing the unique musk scent in Toronto, unknowingly working with the fragrance’s creator himself at Givaudan.

"If you look at the structure of the fragrance, you’ll say, 'well Carby, this is only 12 musks.' But, the 13 musk is actually the person themselves," explained Carby. "So each user of the Carby Musk fragrance, wears it unique to that person." And it doesn’t stop there! Drake is also hands-on with everything from the packaging design to the scent’s room-filling quality. 

With Better World Fragrance House now available at Ulta stores nationwide, fans can experience a part of Drake’s world for themselves.