RUPAUL’S DRAG RACE is expanding its long-running beauty and brand integration legacy with a first-of-its-kind fragrance partnership, bringing Scentbird directly into the competition’s creative ecosystem.

Launching with the Jan. 23 episode, Scentbird will debut a branded “Scentbird fragrance wall” inside the iconic Werk Room, alongside a season-long mini challenge that weaves scent into the show’s signature self-expression and storytelling format.

The collaboration also extends beyond the screen with the “Yasss Queens! Collection,” a curated lineup of fragrances inspired by this season’s cast, featuring niche and indie scent houses designed to reflect individuality, performance, and identity-driven artistry central to the Drag Race franchise.