Tate McRae is officially entering the fragrance business with TATE 01, a new signature scent designed around the idea of an elevated “second skin.” The launch expands McRae’s growing fashion and beauty presence beyond music, with the fragrance arriving first through her own website before rolling out through Ulta Beauty later this month.
Created in partnership with Scent Beauty, Inc., TATE 01 was developed by Givaudan master perfumers Adriana Medina and Antoine Maisondieu. The fragrance is anchored by ISO E Super, an ingredient known for creating a soft, woody effect that interacts with individual skin chemistry, allowing the scent to evolve differently on each wearer.
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“In my beauty routine, fragrance is that final invisible layer that elevates my entire mood,” Tate McRae said in the launch announcement. “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.”
The fragrance opens with sparkling bergamot and airy clary sage before moving into a heart built around luminous white florals. Warm amber, creamy tonka bean, sandalwood and soft woods form the dry-down, creating the velvet-woody finish that defines the TATE 01 concept.
Tate McRae specifically connected the scent to her performance routine, explaining that she likes wearing it during rehearsals because “the scent warms up and moves with my body.” That physicality is central to the product’s positioning, with TATE 01 designed to complement rather than overwhelm the person wearing it.
The bottle follows the same philosophy. Made from substantial glass, its sculptural design combines fluid curves with sharper architectural elements, giving the packaging a tactile weight intended to mirror the balance between softness and strength in the fragrance itself.
The global campaign was photographed by Mario Sorrenti and draws heavily from the visual language of 1990s supermodel culture. Set against expansive natural landscapes, the campaign positions Tate McRae in imagery that emphasizes sensuality, simplicity and individuality rather than a heavily constructed beauty aesthetic.
TATE 01 also arrives at a particularly active moment in McRae’s career outside music. On September 30, she had already fueled speculation about the project through the launch of the Tate by TM account, where cryptic “TATE 01” imagery and a “COMING SOON” message prompted fans to investigate whether the project was connected to music, fashion or beauty.
The answer came October 1, confirming the fragrance theory that had circulated after fans noticed trademark filings associated with “TATE” and “TATE 01.” Those filings reportedly covered fragrance and other beauty categories, including perfume, body mist, skincare, lip gloss, essential oils and candles.
TATE 01 is available now through tatebytm.com in sizes ranging from 10ml to 100ml, priced from $30 to $82. Ulta Beauty will begin selling the fragrance online October 16, followed by an in-store rollout across more than 1,500 U.S. locations on October 25.
Photo: Tate McRae for TATE 01 / Mario Sorrenti
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