Started with candles, now we’re here

Drake may have sung “no new friends,” but he certainly never said “no new scents.”

On Wednesday, the Canadian rapper’s Better World Fragrance House (BWFH) launched its first fragrance oil in “Carby Musk.” Renowned perfumer Michael Carby crafted the scent in collaboration with the artist, which then became his signature scent. The brand first offered it in a candle format that was released in 2021. Now, its oil alternative can travel the world with you in a 10 ml container featuring a rollerball design for easy application on the neck and wrists.

Carby Musk is composed of 12 distinct ingredients, but the brand points to a 13th: the natural scent of the person wearing it. Its profile comes across as a floral amber musk with a Lily of the Valley top note, an Ambergris middle note, and a dry Amber Woods base.

The oil is designed to enhance, rather than overpower, the scent of any environment its wearers happen to be in. “How can we improve our space through scent, whether that be personal space, a studio space, or a foreign space?” says Matte Babel, a member of the 37-year-old’s management team. “We look at how many different places someone can interact with scent and product.”

That’s been a goal of BWFH since its inception and the creation of its six candles so far. Its four core candles are called Williamsburg Sleepover, Sweeter Tings, Muskoka, and Good Thoughts. Their smells range from a floral woody musk to amber and fresh floral notes. Winter Warmth is its most recent candle release, which dropped last fall featuring a cozy blend of fresh mint, apples, and soft musks.

Earlier this year, BWFH announced a licensing agreement with Parlux Ltd., a leading global beauty company. It joins the company’s diverse portfolio of luxury fragrances, home, and beauty products that are often created in collaboration with stars like Billie Eilish, Andy Roddick, and Paris Hilton. BWFH’s aromatic offerings landed in Harrods last summer and have launched in over 350 Ulta Beauty stores in the U.S. as of December 2023.

Celebrity-backed fragrances, designed to strengthen a fanbase’s connection with their favourite artist, are nothing new. Harry Styles, for instance, celebrated the launch of his new fragrance collection, Pleasing, last November in London.

Shop the Carby Musk fragrance oil now for $195 at the Better World Fragrance House website.