Tate McRae launches her first Tate McRae fragrance, TATE 01, in Canada today, October 30, through an exclusive Sephora retail partnership. The Calgary-born star enters the fragrance business with Scent Beauty while her single Housewife continues its run at the top of global streaming charts.
The launch is a business move, not a side note. McRae has spent 2026 stacking music milestones, from a Billboard 200 number one album to a sold out arena tour, and TATE 01 turns that audience toward a product line she owns a creative hand in. Canada gets the exclusive in-store debut in her home country, a detail the partners built the whole announcement around.
What the Tate McRae fragrance actually is
TATE 01 was created with Scent Beauty, Inc. and crafted in collaboration with Givaudan master perfumers Adriana Medina and Antoine Maisondieu. The brief, in the language of the launch, is a second-skin scent: a fragrance designed to sit close, react with the wearer’s own skin chemistry and read as personal rather than loud. The formula is anchored by ISO E Super, a molecule perfumers use for exactly that warm, velvety, close-to-the-skin effect.
The structure around that anchor is classic and clean. It opens with sparkling bergamot and airy clary sage, moves into a heart of luminous white florals, and settles into warm amber, creamy tonka bean, sandalwood and soft woods. Nothing in that pyramid is there to shock. The point is wearability across a full day, from a rehearsal room to a red carpet, which is how McRae describes wearing it herself.
In my beauty routine, fragrance is that final invisible layer that elevates my entire mood. With TATE 01, I set out to craft a scent that feels entirely second-skin: effortless, subtly edgy, and perfectly you.
She added that bringing the scent home matters to her, saying she cannot wait for fans back home in Canada to experience it. That home-country framing runs through every part of the rollout, from the Sephora Canada exclusivity to the campaign language about grounded confidence.
A campaign shot like a nineties supermodel editorial
The TATE 01 campaign was shot by Mario Sorrenti, one of the most recognised fashion photographers in the world, and it deliberately channels the mood of nineties supermodel culture. The visuals are set against sweeping natural landscapes, built on softness and strength at the same time, which mirrors how McRae’s own image has been constructed across the So Close To What era: a dancer’s physicality presented with pop polish.
The bottle follows the same logic. It pays homage to the classic perfume bottle silhouette, built in substantial glass with a sculptural weight, soft fluid contours against architectural lines. In a celebrity fragrance market that often sells a name first and a scent second, the partners are clearly trying to position TATE 01 as a designed object, the kind of bottle that stays on a dresser after the first bottle is empty.
Scent Beauty chief executive Stephen Mormoris framed the launch as a first step rather than a one-off, calling it the start of building a long-term fragrance brand designed to leave a lasting cultural mark. Sephora Canada merchandising lead Jane Nugent called the chain honoured to be the exclusive retail partner in McRae’s home country.
Why Canada gets the store debut
TATE 01 is available globally online at tatebytm.com in sizes from 10ml to 100ml, priced from 30 to 82 US dollars. In Canada, October 30 is the exclusive retail launch, in select Sephora stores and online at Sephora.ca. That split tells the story of the deal: the direct online channel serves the worldwide fanbase, while the physical retail moment, the one with testers, shelves and foot traffic, belongs to Canada first.
The timing inside McRae’s music run is not accidental either. Her third album, So Close To What, debuted at number one on the Billboard 200, her Miss Possessive arena tour sold over a million tickets across more than 80 dates, and Housewife has given her the biggest solo chart peak of her career, reaching number two on the Billboard Hot 100 and number one on both global charts. A fragrance launched into that heat arrives with an audience already paying attention.
McRae’s career numbers explain why beauty brands wanted her early. She has passed 29 billion career streams, won three consecutive Artist of the Year honours at the JUNO Awards, collected two MTV Video Music Awards, and became the youngest musician named to the Forbes 30 Under 30 list in 2021. At 23, she is building the second business while the first one is still climbing.
What to watch next for TATE 01
Three things will decide whether TATE 01 becomes a brand or a moment. The first is sell-through at Sephora Canada in the holiday quarter, the most competitive fragrance window of the year. The second is whether a second scent follows, which Mormoris’s long-term language already hints at. The third is how McRae wears the product inside her music world, on tour, in videos and across the campaign trail she controls herself.
For now, the facts are simple. A Calgary artist who topped the global charts this month now has her name on a bottle, and Canadian fans are the first in the world who can walk into a store and spray it. TATE 01 is on Sephora shelves across Canada today.
