Tate McRae launches debut fragrance TATE 01

Canadian singer Tate McRae has launched her debut fragrance, TATE 01, marking an expansion into the beauty industry. Developed in collaboration with master perfumers from Givaudan, the Eau de Parfum is designed to act as a ‘second skin,’ reacting uniquely to the wearer's skin chemistry.

The scent features a composition of bergamot, clary sage, orange blossom, and hedione, settling into a base of amber, moss, and creamy tonka bean. McRae described the fragrance as an intimate, subtle layer intended to enhance rather than overpower the individual.

The launch is supported by a high-profile marketing campaign in New York City, featuring large-scale black-and-white murals and billboards. The editorial-style imagery depicts McRae in a minimalist, aquatic setting to promote the new product.