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It promoted the curated Yasss Queens! Collection.
March 23, 2026
By: Lianna Albrizio
May the best woman (or fragrance) win!
Fragrance subscription service Scentbird flew into the “queen” competition with a new partnership with RuPaul’s Drag Race.
Featured in Season 18 of MTV’s Emmy Award-winning series RuPaul’s Drag Race, Scentbird was spotlighted in a miniature challenge that invited the queens to channel their most iconic transformations – all powered by scent. The Mini Challenge was on the heels of the curated Yasss Queens! Collection, which features scents used within Season 18 episodes.
“RuPaul’s Drag Race is the ultimate celebration of confidence, creativity, and transformation, and fragrance is a powerful part of that story,” said Elena Lécué, chief marketing officer at Scentbird. “We’re thrilled to partner with the show for a social-first mini challenge that brings Scentbird to life in a way that feels authentic and fun.”
The mini challenge was featured on MTV, with additional campaign content in partnership with renowned drag performer, dancer and former RuPaul’sDrag Race contestant Plastique Tiara rolling out across Scentbird social channels.
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