Very Great launches Haeze fragrance brand with Target

Brand incubator Very Great is entering the beauty sector with the launch of Haeze, a new fragrance brand developed in partnership with Target. The brand, which focuses on personalization and scent layering, is scheduled to debut on November 1 at Target stores and online.

Developed over 18 months in collaboration with Swiss fragrance house Givaudan, the debut collection features five distinct scents: & Only This (amber), Petal Pusher (floral), SPF 1987 (gourmand), Ember Noir (woody), and Down Pour (fresh aquatic). The products are designed to allow consumers to build a fragrance wardrobe rather than relying on a single signature scent.

Each fragrance will be available in multiple formats, including eau de parfum ($49), body, hair, and linen mist ($25), solid fragrance ($20), and scented candles ($10). The formulations are vegan and cruelty-free.