Fragrance launches move fast online and slower in real life. TATE 01, Tate McRae’s namesake scent with Scent Beauty, is now past both gates at Ulta.
What the brand announced
A Scent Beauty press release dated October 1, 2026 says TATE 01 launched direct-to-consumer at tatebytm.com, then expanded exclusively to Ulta.com on October 16 and Ulta Beauty stores nationwide on October 25. Ulta is named as the exclusive U.S. retail partner, with availability framed across 1,500-plus store locations.
The same release describes the scent as a modern second-skin fragrance crafted with Givaudan perfumers Adriana Medina and Antoine Maisondieu, anchored by ISO E Super, opening with bergamot and clary sage, moving through white florals, and settling into amber, tonka bean, sandalwood, and soft woods. Brand-stated sizes range from 10 ml to 100 ml at $30 to $82 USD on the DTC site at announcement time. Confirm current pricing on Ulta or tatebytm.com before you buy.
How BCL would approach it
Smell it in store if you can. Second-skin fragrances behave differently on different people, and a crowded beauty aisle is a better test than a product page promise. If you like it, buy one size you will actually finish. If you do not, walk away without a cart full of matching merch.
Keep it out of the “new personality” aisle. One bottle is enough information.
Why it matters this week
October 25 store arrival means this is a current Ulta floor story, not a rumor cycle. If your teen asks, you have a primary-sourced answer. If you want a quiet evening scent after costume weekend, you know where to try it without opening ten tabs.
Keep the bar honest
Write the decision down once: try, skip, or wait. News-style coverage only helps if it ends in a smaller cart and a calmer week. If this story does not earn a calendar note or a single product test, close the tab and keep your routine.
Integrity note
Facts above come from Scent Beauty’s PR Newswire release and the brand site. Beautifully Chaotic Life is not affiliated with Tate McRae, Scent Beauty, or Ulta Beauty. No partnership is implied.
Image: Brand / retailer product imagery used for editorial identification. Beautifully Chaotic Life is not affiliated with the brand and does not claim ownership of this image. Affiliate disclosure.
How to test a fragrance in store
Spray on a paper strip first to get a quick sense of the opening notes. If you like it, spray once on your wrist and walk away. Fragrance changes over time, and the dry-down after an hour or two is what you will live with. Avoid testing more than three scents at once so your nose does not get overwhelmed.
Decide if it is right for you
Celebrity fragrances can be fun, but the scent should match your taste, not just the name on the bottle. Notice whether it feels sweet, fresh, woody, or musky, and whether it lasts through your day. If you are buying it as a gift, look for a smaller size or a discovery set so the recipient can try it before committing.
Store perfume away from heat and sunlight to keep it fresh, which means not on a sunny windowsill or in a steamy bathroom. A scent you love becomes a small daily pleasure, and that is worth taking your time to choose well.
