Drake is welcoming a new eau de parfum into his fragrance house.
Meet Cloudar.
Available now online and exclusively at Ulta Beauty, the latest scent, $152, by Better World fuses notes of tonka bean, atlas cedar and Haitian vetiver grass. Layered on top are hints of clary sage, jasmine sambac and “Lily of the Valley,” plus crystalized ginger, crisp Nashi pear and sparkling mandarin. The result is a potent mix of floral, citrus and woody aromas.
Cloudar by Better World.
The launch signals Better World’s second eau de parfum after the introduction of Summer Mink last year.
“Summer Mink’s exceptional performance at Ulta Beauty, where it became the retailer’s biggest fragrance launch of 2025, cemented Better World Fragrance House as one of the most disruptive and culturally influential fragrance brands in the market today. Together with Better World Fragrance House, we created a new expression with a distinct olfactive point of view rooted in contrast, modernity and emotion, continuing the Ulta Beauty partnership to bring it to fans at scale,” Lori Singer, president of fragrance firm Parlux, told WWD. “Cloudar marks the next chapter for the brand, a bold, elevated fragrance designed to resonate with both fragrance enthusiasts and Drake’s global audience alike.”
Summer Mink and Cloudar.
In a statement shared exclusively with WWD, Linda Suliafu, vice president of fragrance at Ulta Beauty, explained how Cloudar and Summer Mink reinforce the artistic underbelly of the fragrance category. Consumers today, she said, are drawn to this — the emotion, design, storytelling and culture that’s baked in to every single bottle.
“Drake has a unique ability to create a world around his launches that feels immersive and emotionally resonant, and that’s incredibly powerful in fragrance, where personal connection drives discovery,” Suliafu continued. “At Ulta Beauty, partnerships like this also allow us to reach new and highly engaged consumers who may be entering the fragrance category for the first time through a cultural touchpoint they already feel connected to. This fragrance fits naturally within our assortment because it delivers on both artistry and accessibility while offering our guests something truly differentiated and culturally relevant.”
Better World Fragrance signed its licensing agreement with Parlux Ltd. a few years back, joining its fast-growing portfolio of celebrity scent lines. Billie Eilish, Danielle Bernstein, Paris Hilton, and of course, Drake are among its licensors that brought the company to an estimated total of $345 million in net sales in 2025.
Yes — the star power behind these names is attractive, but Singer says it’s not what keeps the consumer — or the company, for that matter — coming back. “We say ‘no’ more often than we say ‘yes,’” Singer previously told WWD. “Our test is ‘will this partnership meet our really high standard? Is the authenticity there? Is the passion there, is the collaboration going to be there? What are they saying and what are they going to deliver?’”
That said, the recent debut of Drake’s new albums — “Iceman,” “Habibti” and “Maid of Honour” — will likely drum up interest in Cloudar.
