Drake’s Better World Fragrance House Launches Second Eau de Parfum
ENTERTAINMENT
The second eau de parfum, a refined woody aromatic fragrance, expands the brand's evolving scent narrative.
When Better World Fragrance House launched Summer Mink in 2025, it became one of Ulta Beauty's most successful fragrance introductions of the year. That's not a small thing in a category as competitive as prestige fragrance. It means the brand Drake built isn't riding on celebrity novelty, it's earning its place on the shelf.
Now comes the second chapter. Cloudar, a new eau de parfum developed in collaboration with longtime perfumer Michael Carby, is available now at betterworldfragrancehouse.co, with an exclusive retail debut at Ulta Beauty nationwide and on Ulta.com beginning June 7. And if Summer Mink established the brand, Cloudar is designed to define it.
A Fragrance Built on Contrast
The concept behind Cloudar is deceptively simple: something effortless that still leaves an impression. Matte Babel, BWFH co-founder and a member of Drake's management team, described the vision directly: "We wanted Cloudar to be distinct without feeling overpowering. It's effortless, fresh and light, something you can wear every day because it's right for almost any situation. It works just as well on a Saturday morning as it does at dinner that night."
That kind of versatility is harder to achieve in fragrance than it sounds. Too light and a scent disappears. Too heavy and it announces itself before you do. Cloudar is engineered to thread that needle through a carefully constructed architecture of notes that unfold in layers rather than land all at once.
The fragrance opens with the crisp brightness of sparkling mandarin and nashi pear, lifted by crystallized ginger that catches warmth like sunlight. The heart settles into a clean, textured blend of clary sage, jasmine sambac, lily of the valley, and orchid blossom, structured without being stiff. The base is where Cloudar finds its staying power: tonka bean, Haitian vetiver, atlas cedar, and musk forming a smooth, addictive foundation that moves quietly and lingers with calm authority.
The Bottle, the Campaign, the Intention
The visual identity is equally considered. The signature spherical vessel, already associated with the brand, has been reimagined in a timeless cream hue with an opaque matte finish, resting on a refined rectangular base. The effect is understated and cloud-like, a physical object that communicates the same quiet luxury as the scent inside it.
The campaign captures what the fragrance is trying to say: the intangible power of proximity. Cinematic landscapes, unspoken moments, the space between two people. What starts intimate becomes impossible to ignore, a study in contrast where quiet becomes powerful.
Building a Fragrance Brand That Stands on Its Own
Lori Singer, President of Parlux, framed the stakes clearly: "Drake continues to be a defining leader in the fragrance industry, and Cloudar is no doubt the brand's next statement." Linda Suliafu, VP of Merchandising at Ulta Beauty, echoed that sentiment, pointing to the "powerful intersection of scent, culture, storytelling, and community" that the brand represents.
Cloudar is available in three sizes: a 3.4 oz Eau de Parfum Spray at $152, a 1 oz Eau de Parfum at $84, and a Travel Spray at $38. International rollout follows the U.S. launch.
For a brand that arrived with something to prove, Cloudar is a confident second act.
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