Madonna, 68, posed on a chair holding a lit candle between her thighs while showcasing her new candle line.
The pop icon displayed a scent named Confessions, described as "a rose with a pulse".
Another fragrance, Like A Prayer, takes its name from her 1989 hit and is said to evoke "wood, smoke and sheer magnetism".
Madonna designed the glass containers, which feature a previously unseen 1989 photograph of her taken by photographer Herb Ritts.
She recently celebrated winning seven MTV Video Music Awards in Los Angeles, out of 13 nominations.
After receiving the Artist of the Year trophy, the 68-year-old performed with Sabrina Carpenter and Charli XCX.
Speaking to the audience, Madonna said, "Most of you were probably not born when I performed at the very first VMAs 43 years ago."
Her duet Bring Your Love with Sabrina Carpenter earned Best Collaboration, while her project Confessions II - The Film captured Best Dance, Best Cinematography and Best Choreography.
The singer marked her 68th birthday with an elaborate celebration on the Greek island of Corfu.
She rented a remote, ancient villa on the island's north side that includes its own harbour, then arranged a yacht for a day-long sea party.
