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Tate McRae has launched TATE 01, an eau de parfum developed with the New York company Scent Beauty. It’s available at tatebytm.com in sizes from 10 ml to 100 ml, priced from $30 to $82. Ulta Beauty takes it online on 16 October and into its US stores on 25 October.
McRae, 23, trained as a dancer and wears TATE 01 to rehearsals, where, she says, the scent shifts with her body heat and her movement. On launch day, she told People that TATE 01 is “a piece of the character that I’m building for my next world,” and promised more to come. She spent the past year on it and now wears it daily in place of her old perfumes. Once she loves a scent, she tends to stay loyal to it.
Bergamot and clary sage open. White florals take the heart. Amber and tonka bean form the base, with sandalwood and soft woods beside them.
She asked Scent Beauty for something that sits close to the skin, and Givaudan perfumers Adriana Medina and Antoine Maisondieu built the formula around ISO E Super, a lab-made woody ingredient. The perfumers say a trail stays behind once the wearer has gone. McRae calls fragrance the “final invisible layer” of her routine, the one that lifts her mood.
The bottle keeps the proportions of a classic perfume flask, draws softer lines and uses thick glass. Sunny 94.3, drawing on the People interview, says the minimalist design was meant to sit comfortably among the bottles on her vanity.
Sorrenti photographed the global campaign against natural landscapes, drawing on 1990s supermodel culture, and McRae says the effortlessly cool supermodels of that decade shaped the mood.
Until 16 October, tatebytm.com is the only US source. After that, Ulta Beauty, one of the nation’s largest beauty retailers, becomes the exclusive US partner, online first and then in more than 1,500 stores from 25 October. UK and EU buyers can pre-order for shipping from 23 October, with a 30 ml bottle at £38.
Cosmetics Business traced the first rumours of a beauty launch to an application for “Tate By Tate McRae,” filed with the US Patent and Trademark Office on 2 July. The filing names fragrances and skin care preparations such as cleansers and serums. Body mists and body mousses follow. Body lotions and lip glosses are listed as well, and so are candles. Scent Beauty’s release announces only the perfume.
Neutrogena is the beauty partnership already on her record. She was named a global ambassador at 21, ahead of her third album, in a Hydro Boost campaign that marked that range’s 10th anniversary and opened Neutrogena’s Beauty to a Science platform. The role covers TV and social campaigns as well as store displays, and it commits her to working the brand into her own future projects.
McRae was born in Calgary and first drew attention at 13 on So You Think You Can Dance. She began posting original songs to YouTube in 2017, and eleven labels offered her record deals before she signed with RCA Records in 2019. So Close To What, her third album, went to number one on the Billboard 200, knocked Drake and PartyNextDoor’s $ome $exy $ongs 4 U off the top spot, and produced two chart-toppers on Billboard’s Hot Dance/Pop Songs list, “Revolving Door” and “It’s ok I’m ok.”
The Miss Possessive Tour ran 77 shows and sold a million tickets, grossing $110.8 million, according to Billboard Boxscore.
Scent Beauty’s release puts the singer’s career streams behind “Greedy” above 29 billion, and her trophies include two MTV VMAs and three consecutive JUNO Awards for Artist of the Year. Billboard’s Women in Music made her a Hitmaker. The release also credits her with Variety’s Powerhouse award at its Hitmakers event. In 2021, Forbes named her the youngest musician on its 30 Under 30 list, and TIME100 Next gave her its worldwide cover.
Moroney’s debut fragrance launched through Scent Beauty while her Cloud 9 Tour was in New York City, and Dolly Parton and Sabrina Carpenter also work with the company. Its founder and CEO, Stephen Mormoris, called TATE 01 the first step toward a brand built to last. Scent Beauty bills itself as the world’s first multi-brand e-commerce platform for bespoke fragrance, with celebrities and creators as its partners. The privately held company is based in New York and, it says, is led by executives from L’Oréal and Estée Lauder, among other beauty names, and its pitch pairs fragrance expertise with fast product development.
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