Key Takeaways
- Drake's Better World Fragrance House debuts Summer Mink, the brand's first-ever eau de parfum, today.
- Summer Mink will become the first men's celebrity fragrance carried by Ulta Beauty, launching May 12 across 1,400 stores.
- The fragrance offers Drake a fresh brand reset following his feud with Kendrick Lamar.
After a few turbulent months in the headlines, Drake is leaning into a more fragrant future.
His luxury brand Better World Fragrance House (under Parlux Ltd.) has officially launched its first-ever eau de parfum, Summer Mink, a bold amber-woody scent that blends Italian citrus, jasmine sambac, and creamy musk.
Available today on the brand's site, Summer Mink will hit Ulta Beauty stores nationwide on May 12, 2025 — marking the retailer's first men's fragrance founded by a celebrity.
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Inspired by "the beauty of juxtaposition" — or perhaps just a need for a fresh start — Summer Mink is designed to defy seasonality and gender conventions.
The fragrance was created in partnership with longtime collaborator and senior perfumer Michael Carby of Givaudan.
In a statement, Carby explained the creative process behind crafting the scent.
"Summer Mink was inspired by a yin yang principle of fusing warm, creamy base notes with cold spices and sparkling citruses.
The ingredient composition was uniquely crafted to reflect a multinational culture with aspirations toward a Better World."
Parlux Ltd. President Lori Singer chimed in to express excitement at the newest chapter of the company's partnership with the pop musician.
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Packaged in a midnight blue, globe-shaped bottle perched on a sharp rectangular base, Summer Mink continues the brand's emphasis on personal luxury, everyday elegance, and now, olfactory distraction.
With this new effort, Drake taps into the power of product diversification, using luxury fragrance to expand his brand while cooling off from the rap beef heat.
A brand partnership with Ulta gives the fragrance mass visibility, signaling a calculated shift from cultural headlines to commercial counters.
Sophisticated Scent, Strategic Retail Play
A short spot released on Instagram sees the Toronto native in deep thought as he paces through a massive mansion.
Documents are strewn across the floor as Drake walks up to a table filled with glass beakers.
After endless hours spent studying, he finally achieves the right fragrance.
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To celebrate the launch, Better World Fragrance House is anchoring its presence with a limited direct-to-consumer release.
This will be followed by Ulta Beauty's national in-store debut, which will reach more than 1,400 doors across the U.S. this spring.
At $148 for 3.4 oz, the eau de parfum launches as a coveted collector’s item, with smaller sizes and limited global drops to follow.
While Drake's reputation might be taking some hits elsewhere, Summer Mink presents an opportunity to reframe his brand identity through design, craftsmanship, and scent.
Earlier in January, Kendrick Lamar and SZA appeared in a trailer for their Super Bowl Halftime Show performance.
