Tate McRae launched her first fragrance today. The singer of "Greedy" partnered with Scent Beauty, Inc. to develop Tate 01, her debut in the beauty space, available now online at tatebytm.com ahead of an Ulta Beauty rollout on October 16.

"I feel like it's a piece of the character that I'm building for my next world—it's how she smells," McRae says. "Much more to come."

The timing positions the launch at a commercial high point for the artist. McRae wrapped her Miss Possessive World Tour in late 2025 and returned to festival stages this year with headlining sets at Osheaga Music Festival and Lollapalooza that became widely discussed cultural moments. She closed her sets performing "Sports car" while drenched in gold. "It was so heavy, and it was like a goo," she says. "We ran backstage, showered. It was the grossest feeling in the world. But it definitely was worth it."

The scent

Tate 01 opens with sage and bergamot and dries down to amber, tonka bean, and sandalwood. The formula uses ISO E Super, a lab-created synthetic, which adapts to the individual wearer.

"I feel like I have spent so many hours crafting this in the kitchen—not in the kitchen, like a room—going around with so many different scents and figuring out what felt like something I would put on every single day," McRae says. "We decided on Tate 01, which is so addictive. It smells different on everyone, which is exciting."

The ISO ingredient, as she describes it, "enhances your pheromones. I'll spray on all of my friends, and it smells like a different perfume. It's been so fun to see all the reactions so far."

A legacy brand in the making

The name Tate 01 signals a numbered series. McRae confirms the ambition: "This will definitely be a legacy beauty brand, and we're going to have lots more to come."

The project answers a long-standing personal fixation. "I've always wanted to launch a fragrance. I'm very obsessed with smells and picking perfumes," she says. "I was in pursuit of a new perfume, and so, it was very fun to create my own and see what felt the most me."

On wearability, she keeps it broad: "I would wear my fragrance out to dinner, out to a party, in the morning. I feel like it's also a daytime spritz too. I would also wear it to bed. I'm a perfume before bed girl."

The bottle

The packaging reflects a deliberate long-view aesthetic. "Tate 01 packaging is everything that I would ever dream of in a bottle," McRae says. "I look for classic and timeless bottles that I can see on my shelf and be obsessed with for years. In 20 years, I know I'm going to want that still on my shelf."

Now based in New York, McRae frames the city as fuel for the brand-building phase ahead. "The city is so alive. I like to be around people constantly. I like to walk the streets and feel like everyone's on their way somewhere. I feel like it's such a fresh and exciting way to be going through my 20s," she says. "It's just exactly where I'm supposed to be."

With a numbered debut, a retail partner in Ulta Beauty, and a stated plan for "lots more to come," Tate 01 functions less as a one-off celebrity licensing deal than the first pillar of a brand McRae intends to build over decades.