Global icon Tate McRae launches namesake fragrance brand TATE 01 in partnership with Scent Beauty, Inc., marking a strategic expansion into the direct-to-consumer and prestige retail beauty market. Developed alongside fragrance developer Scent Beauty and Givaudan master perfumers Adriana Medina and Antoine Maisondieu, the debut scent blends modern formulation science with pop culture positioning.
What Changed
Tate McRae has officially stepped into the fragrance market with the debut of her namesake brand, TATE 01. The launch utilizes a dual distribution model, combining direct-to-consumer online sales with a major physical and digital retail partnership. At launch, the product is available directly to consumers online via tatebytm.com.
Concurrently, Ulta Beauty has secured exclusive U.S. retail partner status for the brand. TATE 01 is scheduled to launch on Ulta.com on October 16, followed by an in-store rollout across more than 1,500 physical brick-and-mortar retail locations on October 25. The product line spans multiple sizing tiers, ranging from 10ml to 100ml bottles, with consumer pricing established between $30 and $82 USD. The visual campaign accompanying the product rollout was photographed by Mario Sorrenti.
Technical and Formulation Details
Formulated as a category-defining, second-skin fragrance, TATE 01 is engineered to dynamically interact with individual skin chemistry to build a personalized aura. The scent chemistry relies heavily on ISO E Super, an aroma chemical prized in modern perfumery for its velvety, woody characteristics that adapt to wearer skin chemistry.
The formulation layers bergamot and clary sage as top notes, moving through white florals, amber, and tonka bean, and anchoring in a base of sandalwood and soft woods. Givaudan master perfumers Adriana Medina and Antoine Maisondieu collaborated on the formulation. Medina and Maisondieu described the creation process as aiming for an intimate yet powerful profile, describing it as “bright, addictive, and impossible to forget—it leaves a trail of confidence long after she’s gone.”
Business Implications and Strategy
For Scent Beauty, Inc., the collaboration represents the initiation of a long-term commercial platform. Stephen Mormoris, speaking for Scent Beauty, stated that partnering with McRae marks the first step in building a sustainable fragrance brand designed to leave a lasting cultural mark. Scent Beauty leverages its industry expertise to translate artist equity into physical consumer packaged goods.
Retail partner Ulta Beauty views the release as an avenue to capture high-engagement consumer demographics. Linda Suliafu of Ulta Beauty merchandising noted that McRae possesses a distinct point of view that resonates with today’s generation. Suliafu highlighted that TATE 01 acts as a natural extension of the artist, giving fans a direct tactile connection while inviting broader fragrance consumers into a new discovery point.
From an artist standpoint, McRae noted the personal integration of the product into her daily professional schedule. “In my beauty routine, fragrance is that final invisible layer that elevates my entire mood,” McRae stated. “With TATE 01, I set out to craft a scent that feels entirely second-skin: effortless, subtly edgy, and perfectly you. I love to wear it during rehearsals—the scent warms up and moves with my body, allowing me to feel confident.”
Sector Impact and Market Context
Celebrity-backed beauty brands continue to reshape retail beauty landscapes by relying on existing digital audiences to lower traditional customer acquisition costs. By combining a direct-to-consumer launch on tatebytm.com with an exclusive 1,500-plus store rollout at Ulta Beauty, the brand bridges e-commerce agility with mass-market physical accessibility.
The pricing strategy, spanning from $30 for smaller formats to $82 for large bottles, positions TATE 01 accessibly within the prestige and masstige beauty segments. This allows core demographics of younger fans to participate at entry-level price points while offering standard prestige volumes for traditional fragrance collectors.
Limitations and Unresolved Details
While domestic U.S. distribution channels and dates are locked in for October 16 and October 25, specific international retail availability and launch dates outside the U.S. and the direct-to-consumer website are currently unspecified. Additionally, minor reporting anomalies in early press documentation, such as variations in attribution spelling for the fragrance house, have been noted in underlying public communications, though core partnerships remain firmly anchored with Givaudan.
What to Watch Next
Industry analysts will monitor the performance of TATE 01 across Ulta Beauty’s physical footprint of over 1,500 stores following the late October rollout. Success in this initial domestic phase will likely dictate the timeline for international market expansion and potential line extensions under the nascent TATE brand umbrella.