Summary (tl;dr)

Multi-platinum artist Tate McRae has officially launched her debut fragrance, "TATE 01 Eau de Parfum," marking her entry into the beauty industry, with the scent now available online and soon in Ulta Beauty stores nationwide.

Essential Background

Tate McRae is a globally recognized singer, songwriter, and dancer known for her chart-topping music. Prior to this launch, McRae had already engaged with the beauty industry, serving as a Global Brand Ambassador for Neutrogena. Speculation about her venture into fragrances began earlier this year with cryptic teasers and trademark filings for "TATE 01" that covered various beauty products.

The Full Story

On October 1, 2026, Tate McRae unveiled her first fragrance, "TATE 01 Eau de Parfum," developed in strategic partnership with Scent Beauty, Inc. The fragrance is described as a "second-skin" scent featuring floral woody notes, crafted in collaboration with Givaudan master perfumers Adriana Medina and Antoine Maisondieu. "TATE 01" is currently available exclusively on Tate McRae's dedicated website, tatebytm.com. It will become available online at Ulta Beauty on October 16th, followed by a full nationwide rollout to all Ulta Beauty store locations across the United States on October 25th. The unique formulation includes ISO E Super, an ingredient designed to adapt dynamically with individual skin chemistry to create a personalized aroma.

Why It Matters

This fragrance launch is significant as it represents Tate McRae's expansion beyond her successful music career into the lucrative beauty market, capitalizing on her considerable influence and dedicated fanbase. The venture is expected to be a major commercial success, with industry forecasts predicting substantial revenue. The strategic partnership with Scent Beauty and the exclusive retail distribution through Ulta Beauty position "TATE 01" for wide accessibility and engagement with consumers. This move allows fans to connect with McRae on a new personal level, reflecting her artistic vision and expanding her brand's cultural footprint.

Geographic Location

• New York, New York County, New York, United States (partnership announcement and Scent Beauty headquarters)
• United States (nationwide retail launch of TATE 01 Eau de Parfum at Ulta Beauty stores)
• Virtual/Online (initial direct-to-consumer sales of TATE 01 Eau de Parfum)