Calgary-born singer Tate McRae is entering the fragrance business with the launch of TATE 01, a new perfume developed in partnership with Scent Beauty Inc. that will debut exclusively at Sephora Canada on Oct. 30.
The launch marks McRae’s first move into the fragrance market and establishes a partnership with the Canadian beauty retailer for the product’s domestic in-store and online release. The perfume will also be sold internationally through the brand’s website, with prices ranging from US$30 to US$82, depending on bottle size.
Fragrance launch expands McRae’s business interests
TATE 01 was developed with Givaudan master perfumers Adriana Medina and Antoine Maisondieu. The fragrance is built around ISO E Super, a synthetic fragrance ingredient, and is designed to interact with individual skin chemistry.
The scent combines bergamot and clary sage with white florals, amber, tonka bean, sandalwood and other woody notes. According to the company, the formulation is intended to create a fragrance that evolves with the wearer throughout the day.
McRae said the product reflects her approach to fragrance and its place in her personal routine.
“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. Bringing TATE 01 home to Canada with Sephora is so meaningful to me, and I can’t wait for fans back home to experience it.”
The partnership is intended to establish a longer-term fragrance brand, according to Scent Beauty founder and chief executive Stephen Mormoris. The company develops fragrance products with celebrities, creators and other brands.
“Tate McRae’s authentic creative energy resonates with millions worldwide,” said Mormoris. “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.”
Sephora to carry fragrance in Canada
Sephora will be the exclusive Canadian retail partner for TATE 01, with the product available in select stores and online at Sephora.ca beginning Oct. 30. International customers can purchase the fragrance through tatebytm.com, where sizes range from 10 millilitres to 100 millilitres.
The partnership gives the new brand access to Sephora’s retail network in McRae’s home country. The retailer said the collaboration reflects the singer’s connection with her audience and her creative identity.
“We are thrilled to partner with Tate McRae and Scent Beauty to launch TATE 01 exclusively at Sephora in Canada,” said Jane Nugent, SVP, Merchandising, Sephora Canada. “Tate’s exceptional talent, visionary aesthetic, and profound connection with her audience make this partnership a wonderful offering for our clients. We’re so honoured to be the exclusive retail partner in her home country.”
The product’s packaging was designed around a glass bottle with curved contours and a sculptural shape, according to a news release. Photographer Mario Sorrenti shot the global advertising campaign, which uses natural landscapes and draws on the visual style of 1990s supermodel culture.
Scent Beauty builds celebrity fragrance portfolio
New York-based Scent Beauty describes itself as a multi-brand e-commerce platform focused on fragrance and scented products. Its portfolio includes products associated with McRae, Dolly Parton, Sabrina Carpenter and Megan Moroney, among others.
The privately held company works with brands, celebrities and creators to develop fragrance products for sale through its own website and retail partners. It says its operations combine fragrance development with digital marketing and product development.
McRae has accumulated more than 29 billion career streams and multiple No. 1 hits, according to the release. The Grammy-nominated singer, songwriter and dancer has also won two MTV Video Music Awards and three consecutive Artist of the Year awards at the Juno Awards.
Her third album, So Close To What, debuted at No. 1 on the Billboard 200 chart, while her latest Miss Possessive arena tour included more than 80 dates and sold one million tickets, the release said.
The TATE 01 launch extends McRae’s commercial activities into beauty, with Canada serving as the first exclusive retail market through Sephora.
More from Retail Insider:
