International music star Tate McRae has officially entered the beauty and fragrance industry with the launch of her signature scent, TATE 01. Developed in strategic collaboration with Scent Beauty, Inc. and renowned Givaudan master perfumers Adriana Medina and Antoine Maisondieu, the fragrance introduces a modern, personalized approach to daily scent wear.
- The Scent Profile and Formulation
- Packaging Design and Global Campaign
- Pricing and Retail Rollout Strategy
- Frequently Asked Questions About Tate McRae’s TATE 01 Fragrance
- What is TATE 01?
- What does TATE 01 smell like?
- Where can I buy TATE 01?
- How much does TATE 01 cost?
- Who photographed the TATE 01 global campaign?
The debut marks a major expansion of McRae’s creative footprint beyond her dominant music career. Known for multi-platinum chart-toppers, high-energy choreography, and her recent sold-out global Miss Possessive Arena Tour, the GRAMMY-nominated artist designed TATE 01 to capture an effortless, authentic, and subtly edgy personal style.
The Scent Profile and Formulation
Positioned as an elevated “second-skin” eau de parfum, TATE 01 is anchored by ISO E Super. This synthetic molecule is celebrated in modern perfumery for its ability to interact dynamically with individual skin chemistry. The ingredient ensures that the aroma adapts uniquely to each wearer, creating a warm, velvet-woody aura that evolves seamlessly throughout the day.
- Top Notes: Sparkling bergamot and airy clary sage
- Heart Notes: Luminous white florals, orange flower, and Hedione
- Dry-Down Notes: Warm amber, creamy tonka bean, sandalwood, moss, and soft woods
“In my beauty routine, fragrance is that final invisible layer that elevates my entire mood,” Tate McRae shared in the official launch announcement. “With TATE 01, I set out to craft a scent that feels entirely second-skin: effortless, subtly edgy, and perfectly you. It melts in so gracefully that it never wears you; it just enhances who you already are. I love to wear it during rehearsals-the scent warms up and moves with my body, allowing me to feel confident.”
Packaging Design and Global Campaign
The visual identity of TATE 01 extends the product’s core philosophy of balancing softness with structural strength. Crafted from substantial, tactile glass, the perfume bottle pays homage to classic silhouettes through a contemporary lens, presenting a minimalist yet striking physical weight in the hand.
To support the global release, legendary photographer Mario Sorrenti captured the official campaign imagery against sweeping natural landscapes. Heavily inspired by the raw, effortless sensuality of 1990s supermodel culture, the visuals focus on McRae’s grounded confidence and individual presence rather than a heavily constructed beauty aesthetic.
Pricing and Retail Rollout Strategy
TATE 01 is available directly to consumers through the brand’s official website, tatebytm.com. Sizes range from 10ml to 100ml, with prices spanning from $30 to $82 USD.
For physical retail and broader distribution, Scent Beauty partnered exclusively with Ulta Beauty across the United States. Online shopping at Ulta.com began on October 16, followed by a nationwide in-store rollout across more than 1,500 Ulta Beauty locations on October 25.
“Tate McRae’s authentic creative energy resonates with millions worldwide,” said Stephen Mormoris, CEO and Founder of Scent Beauty. “Partnering with her to launch TATE 01 is the first step in building a long-term fragrance brand designed to leave a lasting cultural mark.”
Industry analysts and beauty experts have closely watched the rollout. They note that trademark filings associated with the brand also cover complementary categories such as body mists, skincare, lip gloss, essential oils, and candles-hinting at a broader lifestyle empire to come from the young pop icon.
Frequently Asked Questions About Tate McRae’s TATE 01 Fragrance
What is TATE 01?
TATE 01 is the debut signature fragrance by multi-platinum pop artist Tate McRae, created in collaboration with Scent Beauty and master perfumers Adriana Medina and Antoine Maisondieu.
What does TATE 01 smell like?
It is a velvet-woody second-skin scent anchored by ISO E Super. It opens with bergamot and clary sage, transitions into a luminous white-floral heart, and settles into a warm base of amber, tonka bean, sandalwood, and soft woods.
Where can I buy TATE 01?
The fragrance is available online directly at tatebytm.com, online via Ulta.com, and physically at over 1,500 Ulta Beauty store locations across the United States.
How much does TATE 01 cost?
Bottle sizes range from 10ml up to 100ml, with retail prices ranging between $30 and $82 USD.
Who photographed the TATE 01 global campaign?
The campaign was shot by legendary fashion photographer Mario Sorrenti, drawing aesthetic inspiration from 1990s supermodel imagery.
