featuring @tatemcrae
Tate McRae is officially making her mark on the beauty industry with the launch of her debut fragrance, Tate 01, following months of speculation surrounding the singer’s move into scent.
Inspired by McRae’s “effortless confidence and authentic style,” the floral-woody fragrance is designed to feel like a second skin — intimate, warm and understated. The scent will launch exclusively at US beauty retailer Ulta Beauty this month.
Tate 01 was developed in partnership with Scent Beauty, an e-commerce platform specializing in bespoke fragrances. The collaboration is also set to lay the foundation for a wider fragrance business built around McRae.
“Tate McRae’s authentic creative energy resonates with millions worldwide,” said Stephen Mormoris, CEO and founder of Scent Beauty.
The fragrance opens with fresh notes of bergamot and clary sage before transitioning into a heart of delicate white florals. At the base, amber, tonka bean, sandalwood and soft woods create a warm, sensual finish. According to the brand, the result is a scent that enhances the wearer rather than overpowering them.
For McRae, fragrance is an essential finishing touch to her beauty routine.
“In my beauty routine, fragrance is that final invisible layer that elevates my entire mood,” she said. “With Tate 01, I set out to craft a scent that feels entirely second-skin: effortless, subtly edgy, and perfectly you.”
She added that the fragrance was designed to blend seamlessly with the wearer’s natural presence rather than dominate it. McRae also revealed that she enjoys wearing Tate 01 during rehearsals, noting that the scent warms and moves with her body while helping her feel confident.
The launch will be accompanied by a global campaign photographed by renowned fashion photographer Mario Sorrenti. Drawing inspiration from the visual language of 1990s supermodel culture, the campaign places McRae at the centre of the brand’s identity, with natural landscapes and an emphasis on individuality and confidence.
Tate 01 will initially be available through tatebytm.com, with sizes ranging from 10ml to 100ml and prices starting at $30 USD, with the largest size retailing for $82.
The fragrance will then expand into US retail through an exclusive partnership with Ulta Beauty, launching online on October 16 before arriving in more than 1,500 stores nationwide on October 25.
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