Tate McRae perfume moved from idea to retail rollout as Tate McRae launched Tate 01 with Scent Beauty. The eau de parfum is selling first direct to consumer on tatebytm.com, then expands to Ulta Beauty online on Oct. 16 and into stores on Oct. 25.
At 23, she said the project matched her life as a woman, and the pricing puts Tate 01 in a mass prestige lane at $30 to $82. That kind of launch can test whether a pop name converts into repeat beauty demand before the wider retail push arrives.
Tate 01 and Scent Beauty
Tate 01 is being positioned as a second skin rather than a loud signature. The fragrance opens with sparkling bergamot and clary sage, then moves through orange flower, Hedione and Iso E Super before settling into moss, creamy tonka and aura accord.
Adriana Medina and Antoine Maisondieu helped lead the formulation, and McRae said she was deeply involved from the start. She said, “I honestly wanted to be at every single meeting,” and added, “I wanted to be cooking up all the smells, smelling every single texture and tone, and bringing in perfumes that I was obsessed with, and talking about what I wanted people to feel.”
Oct. 16 at Ulta Beauty
Oct. 16 is the first retail checkpoint for the launch, when Tate 01 enters Ulta Beauty’s online assortment. Oct. 25 follows with in-store availability, giving the brand a short direct-to-consumer window before it reaches a much broader shopper base.
Steve Mormoris said, “This shows you Tate’s ascending power as a brand and the degree to which she’s reaching fans worldwide.” He also said, “There’s lots of subtlety in the fragrance,” and described the bottle as extremely simple on the outside but quite complex upon closer examination.
Prices for Tate 01
The bottle design went through what McRae described as a long selection process. “I had to go through millions to arrive on a final one,” she said, adding, “Anything too crazy or girly or decorated would not feel genuine to me.”
That restraint matches the package and the pricing strategy. Industry sources forecast an eight-figure launch in revenues and nine figures by 2027, while the scent is also slated for premium beauty doors including Douglas and Boots in the U.K.
The real test is simple: whether a first fragrance can hold attention after the novelty of a celebrity launch fades. If Tate 01 keeps moving from direct sales into Ulta Beauty and then overseas shelves, Tate McRae is no longer just testing a perfume — she is building a second consumer business around her name.
