Pop singer and multi-platinum artist Tate McRae has entered the beauty sector with her debut fragrance brand, TATE 01. She created the line in strategic partnership with Scent Beauty, Inc. The announcement followed days of cinematic social media teasers under the banner “Tate by TM.” These teasers captured fan attention with cryptic visuals and a dedicated email sign-up landing page.
Designed as an elevated “second-skin” scent, TATE 01 was crafted in collaboration with world-class Givaudan master perfumers Adriana Medina and Antoine Maisondieu. The fragrance is anchored by ISO E Super, allowing it to interact dynamically with individual skin chemistry. It opens with sparkling bergamot and airy clary sage before uncovering a heart of luminous white florals. It then settles into a base of warm amber, creamy tonka bean, sandalwood, and soft woods.
Inside the TATE 01 Brand and Fragrance Formulation
McRae noted that fragrance serves as an essential component of her daily preparations, particularly during tour rehearsals. “With TATE 01, I set out to craft a scent that feels entirely second-skin: effortless, subtly edgy, and perfectly you,” McRae stated. “It melts in so gracefully that it never wears you; it just enhances who you already are.”
Stephen Mormoris, CEO and Founder of Scent Beauty, emphasized the cultural ambition behind the collaboration. “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,” Mormoris said. Master perfumers Medina and Maisondieu added that the formulation channels the presence of “a girl who owns every room without asking for permission.”
Packaging and Retail Availability
The physical packaging bridges architectural strength with soft fluidity. It uses substantial glass to create a tactile weight that mirrors the modern luxury of the scent. Legendary photographer Mario Sorrenti captured the global campaign imagery. The visuals channel a sensual, real ’90s supermodel aesthetic set against natural landscapes.
TATE 01 is currently available direct-to-consumer on the brand’s official website, tatebytm.com. Sizes range from 10ml to 100ml, priced between $30 and $82 USD. The brand will experience a major retail rollout exclusively through Ulta Beauty. It launches online on October 16, followed by an in-store nationwide rollout across more than 1,500 doors on October 25.
Expanding Into Fashion and Entertainment
The beauty launch coincides with a heavy wave of high-profile fashion and style moments for the GRAMMY-nominated artist. McRae recently featured in a Calvin Klein campaign and is slated to perform at the upcoming Victoria’s Secret Fashion Show in Los Angeles. These ventures follow the major chart success of her third studio album, So Close to What, which debuted at No. 1 on the Billboard 200 and spawned massive hits like “Sports Car,” “It’s OK I’m OK,” and “Tit for Tat.”
Key Details of the TATE 01 Launch
- Partner Brand: Scent Beauty, Inc.
- Perfumers: Adriana Medina and Antoine Maisondieu (Givaudan)
- Core Notes: Bergamot, clary sage, white florals, warm amber, tonka bean, sandalwood, and soft woods, anchored by ISO E Super.
- Price Range: $30 – $82 USD (10ml to 100ml)
- Retailers: tatebytm.com (available now), Ulta.com (October 16), and Ulta Beauty stores nationwide (October 25).
