Multi-platinum artist Tate McRae announced her official entry into the fragrance industry with the launch of Tate 01, created in strategic partnership with Scent Beauty, Inc.
Inspired by McRae’s effortless confidence and authentic style, Tate 01 introduces a modern signature fragrance formulated to feel like an elevated second skin.
Crafted in collaboration with world-class Givaudan master perfumers Adriana Medina and Antoine Maisondieu, Tate 01 was designed as a seamless expression of individuality. A category-defining take on modern perfumery, Tate 01 is a sophisticated approach to second-skin fragrance. Anchored by Iso E Super, the scent interacts dynamically with individual skin chemistry to create an intimately personalized, velvet-woody aura that evolves seamlessly with the wearer throughout the day.
“In my beauty routine, fragrance is that final invisible layer that elevates my entire mood,” said Tate McRae. “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.”
“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. We can’t wait for her fans to experience a project that so genuinely reflects her personal vision and style.”
“Working with Tate, we wanted to create something that felt intimate, powerful and unforgettable,” said Medina and Maisondieu of Givudan. “We created a signature fragrance that embodies the scent of a girl who owns every room without asking for permission. Bright, addictive and impossible to forget—it leaves a trail of confidence long after she’s gone.”
Tate 01 will be offered direct to consumers at launch on the brand’s website, tatebytm.com, with a US retail expansion exclusively on Ulta.com starting October 16 and in-stores nationwide on October 25. Serving as the exclusive partner in the U.S., Ulta Beauty bridges the gap between digital discovery and real-world experiential retail for McRae’s massive, highly engaged audience. As the premier fragrance destination, Ulta Beauty leverages its proven expertise in scaling digital-first brands to give beauty lovers an immersive in-person touchpoint in all 1,500+ store locations across the U.S.
“Tate McRae has a distinct point of view that resonates deeply with today’s generation, making Tate 01 an exciting addition to our fragrance assortment,” said Linda Suliafu, vice president of merchandising, Ulta Beauty. “The fragrance feels like a natural extension of Tate herself, which is modern, confident and personal, giving fans a new way to connect with her while inviting fragrance lovers to discover something entirely new. At Ulta Beauty, we’re focused on bringing guests the brands and launches shaping beauty and culture today, and we’re thrilled to introduce Tate 01 and create another meaningful point of discovery for both Tate’s fans and our highly engaged fragrance community.”
The fragrance opens with sparkling bergamot and airy clary sage before unfolding into a radiant heart of luminous white florals. As the scent settles, warm amber, creamy tonka bean, sandalwood and soft woods meld seamlessly into the skin, leaving a comforting, sophisticated and unforgettable trail. This innovation allows the fragrance to subtly enhance the wearer’s natural warmth rather than overpower them, creating a personal, custom aura.
Paying homage to the iconic silhouette of classic perfume bottles through McRae’s modern lens, the Tate 01 bottle strikes a harmonious balance between soft fluidity and sculptural strength. Crafted from substantial glass, the bottle possesses a striking, tactile weight that feels distinctly sculptural in hand. Its physical presence mirrors the scent itself—balancing soft, fluid contours with architectural strength to communicate uncompromised quality and modern luxury.
Shot by legendary photographer Mario Sorrenti, the global campaign channels the iconic mood of ’90s supermodel culture—effortless, sensual and strikingly real. Set against sweeping natural landscapes, the visuals bridge softness and strength to define the Tate 01 brand world, highlighting McRae’s distinct individuality and grounded confidence.
Tate 01 is available for purchase exclusively at tatebytm.com in sizes ranging from 10ml to 100ml ($30–$82 USD). The fragrance will expand into the nation’s largest beauty retailer, Ulta Beauty, launching online October 16 and across Ulta Beauty store locations nationwide on October 25.
