Tate McRae Launches Debut Fragrance TATE 01

Pop star Tate McRae launched her first fragrance, TATE 01, on Oct. 1 in partnership with Scent Beauty, according to a PR Newswire release from the company and an exclusive report from WWD.

Positioned as an elevated “second skin” eau de parfum, TATE 01 was crafted with Givaudan master perfumers Adriana Medina and Antoine Maisondieu and is anchored by ISO E Super so the scent can adapt to individual skin chemistry, both outlets say. PR Newswire describes an opening of bergamot and clary sage, a radiant white-floral heart, and a warm trail of amber, tonka bean, sandalwood, and soft woods; WWD adds orange flower, Hedione, moss, and an aura accord among the listed notes.

TATE 01 is available first at tatebytm.com in sizes from 10 ml to 100 ml priced $30 to $82, the release states. Ulta Beauty is the exclusive U.S. retail partner, with Ulta.com sales beginning Oct. 16 and in-store availability across more than 1,500 locations on Oct. 25, PR Newswire and WWD both report.

McRae told WWD she wanted a scent that feels “entirely second-skin” and said she was deeply involved in formulation and bottle design, calling the final milky cube minimalist and timeless. Scent Beauty CEO Stephen Mormoris framed the launch as the first step in a longer fragrance brand with McRae; WWD notes industry sources forecast an eight-figure first year with potential to reach nine figures by 2027.

The global campaign was shot by Mario Sorrenti and channels ’90s supermodel mood, PR Newswire says. McRae’s recent runway and tour momentum—including a Sept. 30 Paris Fashion Week appearance cited in beauty coverage—frames the fragrance as an extension of her fashion and beauty footprint beyond music.

For readers following celebrity beauty launches on Lifestyle, verified as of the Oct. 1 Scent Beauty announcement and WWD exclusive: TATE 01 is live DTC at tatebytm.com; Ulta online Oct. 16 and stores Oct. 25; Givaudan perfumers Medina and Maisondieu credited; no claim that international Douglas/Boots shelves are already stocked or that year-one revenue has been reported.