Written By | Fashion and Design Desk
The pop star's TATE 01 is a floral-woody eau de parfum priced from $30 to $82, shot by Mario Sorrenti, and heading to Ulta Beauty later this month.
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NEW YORK
The launch
Singer Tate McRae has introduced TATE 01, her first fragrance, developed with the e-commerce fragrance company Scent Beauty. Cosmetics Business describes it as a floral-woody "second-skin" scent. It is available now on tatebytm.com, with an exclusive Ulta Beauty website launch on Oct. 16, 2026 and nationwide Ulta stores from Oct. 25, according to the trade report. McRae's pitch for it is simple: the scent, she says, "never wears you; it just enhances who you already are."
Notes and technology
Per Cosmetics Business, the top notes are bergamot and clary sage, the heart is white florals, and the base combines amber, tonka bean and sandalwood. Hypebae, which reported the launch on Oct. 2, lists the heart slightly differently, as orange flower and hedione, and mentions moss in the base. Sources differ on the finer points of the formula, so readers should check the brand's own product page for the definitive list.
The marketing centrepiece is the idea that the fragrance adapts to the wearer. The trade report says ISO E Super technology allows the scent to react to individual skin chemistry, producing a velvet-woody aura that evolves through the day. The fragrance was crafted with Givaudan master perfumers Adriana Medina and Antoine Maisondieu. Scent Beauty CEO Stephen Mormoris calls it "the first step in building a long-term fragrance brand designed to leave a lasting cultural mark."
The campaign look
The fashion angle is the imagery. Campaign photography is by Mario Sorrenti and draws on 1990s supermodel culture, an aesthetic that has been running through luxury and celebrity beauty campaigns for several seasons. Maxim reported the launch as a campaign inspired by '90s supermodels. The reference is a shorthand: monochrome glamour, direct gaze, minimal styling. It is a deliberate contrast to the heavily filtered social-first campaigns that dominated the last decade.
McRae has also been seen styling the moment. Coverage on The FashionSpot noted that she wore a micro minidress with Saint Laurent heels while celebrating the launch in New York City. That is the kind of image that carries a launch beyond the beauty aisle and into fashion feeds, which is precisely why brands pair fragrances with red-carpet and street-style appearances.
Pricing and access
The listed retail range is $30 to $82, covering sizes from 10 ml to 100 ml, according to Cosmetics Business. Hypebae lists a price of $82 for the eau de parfum on the website. The apparent difference is consistent with a range of sizes, with the top figure matching the larger bottle. The 10 ml format is the entry point, and smaller sizes are a familiar tactic for letting younger fans try a celebrity scent without the full-bottle price.
The business behind the bottle
Celebrity fragrance has become a crowded category, and this launch shows the playbook: a well-known artist, an established fragrance house in Givaudan, a campaign photographer with fashion credentials, and an exclusive retail window. A trademark application for "Tate By Tate McRae" was filed with the USPTO on July 2, 2026, which indicates the brand was planned some months ahead of the launch. Scent Beauty says it intends to build a fragrance business with McRae over time; the name "01" implies that more releases are possible, though no later products have been announced.
A context note
McRae is also a global brand ambassador for Neutrogena, which faced backlash in August after a viral TikTok showed her barely touching her skin with the products. We mention this only because it is part of the public conversation about celebrity-backed beauty and authenticity, and we make no claim about how it relates to this launch.
What this means for you
If you are curious about the fragrance, the practical advice is to sample before buying a full bottle. The 10 ml size and the Ulta stores opening Oct. 25 make it easy to test the scent on your own skin, which matters for a fragrance that is marketed as reacting to skin chemistry. Compare the claim with your own experience: scents change from person to person, and a fragrance that smells polished on a campaign model may be quieter or sharper on you. If you are shopping for a gift, the lower-priced sizes give you options. And if you are watching fashion trends, note the '90s supermodel look: expect to see more monochrome, direct-to-camera campaigns this holiday season.
Conclusion
TATE 01 is a fragrance, but it is also a styling statement: a pop star, a photographer known from fashion pages, and a retail rollout timed for the holiday gifting season. Whether it becomes a lasting brand depends on how shoppers respond to the scent itself. For now, it is a polished example of how fashion imagery sells beauty.
