‘RuPaul’s Drag Race’ Partners With Fragrance Brand Scentbird, Launches New Scents Inspired by Season 18 Cast (EXCLUSIVE)

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Scentbird is stepping onto the runway. The fragrance subscription platform has signed on as the first-ever scent brand to integrate directly into “RuPaul’s Drag Race.”

The partnership will debut with the Jan. 23 episode, which will introduce a Scentbird fragrance wall in the Werk Room — the series’ creative hub — with a dedicated mini challenge slated to appear later in the season.

Alongside the on-air presence, Scentbird is launching the “Yasss Queens! Collection,” a curated lineup of scents inspired by this season’s cast members and available exclusively through the platform. The assortment includes fragrances from Confessions of a Rebel, Heretic, DS & Durga, Phluid Project, Moodeaux and additional niche labels, “each selected to reflect the individuality, self-expression and boundary-pushing ethos that have long defined ‘Drag Race,'” according to a statement.

The “Drag Race” integration builds on a growing slate of entertainment-driven activations from Scentbird. In recent years, the brand has partnered with major studios and IP holders on pop culture–forward collaborations, including a fragrance collection tied to “Agatha All Along,” and even experiential cinema, teaming with Sony Pictures and Regal Cinemas on immersive movie activations that incorporated curated fragrance moments into theatrical screenings.

Meanwhile, beauty partnerships have long been embedded in the DNA of “RuPaul’s Drag Race,” which has served as a launchpad for makeup brands looking to tap into drag’s outsized influence on mainstream beauty culture. Earlier seasons famously spotlighted Anastasia Beverly Hills, whose brow products became a recurring fixture (sculpted arches are a drag staple). The franchise later aligned with NYX Professional Makeup as a long-running sponsor, integrating product placement into challenges, Werk Room usage and prize packages. More recently, Morphe has stepped in with high-visibility integrations, supplying brushes and palettes for challenges.