Tate McRae enters fragrance with Scent Beauty

Multi-platinum recording artist Tate McRae is entering the fragrance category with the launch of Tate 01, developed in partnership with Scent Beauty.

Positioned as a modern “second-skin” fragrance, Tate 01 was created with Givaudan master perfumers Adriana Medina and Antoine Maisondieu. The scent is anchored by ISO E Super, a woody fragrance ingredient designed to interact with individual skin chemistry and create a personalized aura that evolves throughout the day.

The fragrance opens with bergamot and clary sage before moving into a heart of white florals. Amber, tonka bean, sandalwood and soft woods form the base, creating what the brand describes as a warm and intimate scent designed to enhance rather than overpower the wearer.

“In my beauty routine, fragrance is that final invisible layer that elevates my entire mood,” said 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.”

The fragrance launches with a global campaign photographed by Mario Sorrenti that draws on the visual language of 1990s supermodel culture. Shot against natural landscapes, the campaign positions McRae at the centre of the brand’s visual identity, emphasizing individuality and confidence.

Tate 01 will initially be available direct-to-consumer through tatebytm.com in 10ml to 100ml sizes, priced from $30 to $82 USD. The brand will then expand into U.S. retail through an exclusive partnership with Ulta Beauty, launching online October 16 and in more than 1,500 stores nationwide on October 25.

“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.”

The company’s growing portfolio includes iconic and emerging brands and personalities such as Megan Moroney, Stetson, Dolly Parton, Sabrina Carpenter, and others.