It is more like what people THINK God or holiness smell like.
In Miami, the Santeria shops sell some stuff called Incienso de Iglesia (Church Incense). It does not smell to me like what they use in Catholic churches. It is more like a combination of a charcoal briquet, a burned pot of rice and a hint of oven cleaner. But I suppose it triggers different feelings in others who have smelled it before in ceremonies.