Pop star Tate McRae launched her debut fragrance, Tate 01, through a direct-to-consumer model before expanding retail availability. The scent positions itself as a "second skin" product designed for personal wear. Scent Beauty developed the fragrance in partnership with McRae.
The fragrance releases through DTC channels first, followed by a retail rollout at Ulta Beauty. Ulta's online store will stock the product starting Oct. 16, with in-store placement beginning Oct. 25.
This launch represents McRae's entry into the fragrance category as a celebrity fragrance offering. The positioning as a "second skin" suggests an intimate, everyday wearability rather than a statement scent. The phased release strategy prioritizes early adoption through direct channels before broad retail distribution at a major beauty retailer.