Tate McRae‘s TATE 01 marks the singer’s expansion into the beauty world. She recently launched a new account called Tate by TM and revealed TATE 01 as her first fragrance. The launch follows weeks of cryptic imagery and a sign-up page that had left fans wondering what was coming next.
Tate McRae’s TATE 01 could mark a major expansion beyond her music career
The new account features visuals centered around TATE 01. Its first teaser showed a film clapperboard positioned beside rocks and water. The clapperboard also carried the words “Directed by Holl.”
The cinematic imagery initially left fans speculating about McRae’s next project. The singer has now revealed that TATE 01 is a fragrance, marking her first launch in the beauty space. People reported that the fragrance was created with Scent Beauty and Givaudan master perfumers Adriana Medina and Antoine Maisondieu.
The account also directs fans toward a dedicated landing page. Visitors can submit their email addresses and countries for future updates. The page currently features the message “COMING SOON,” while also inviting visitors to sign up for updates about TATE 01.
The fragrance launch follows trademark applications filed in July for TATE, TATE 01 and TATE 01 BY TATE MCRAE. The filings cover fragrances, perfume, scented body spray, skincare preparations, body lotions, lip gloss, essential oils and candles.
McRae has also increased her visibility outside traditional music spaces recently. She appeared in a Calvin Klein campaign in August, with the brand releasing a campaign video featuring the singer. She was also announced as a performer at the 2026 Victoria’s Secret Fashion Show.
That fashion event is scheduled for October 18 in Los Angeles. McRae is among the announced musical performers alongside KATSEYE, Megan Moroney, and Megan Thee Stallion.
Earlier clues appeared during McRae’s August festival performances at Osheaga and Lollapalooza. She introduced an “Anatomy of a Popstar” concept featuring the number “10.1.” The timing made those earlier references appear connected to the TATE 01 launch.
Gold imagery also appeared repeatedly during her recent performances. At Lollapalooza, she ended “Sports Car” by submerging herself in liquid gold. Similar imagery appeared during her Osheaga headline performance, where she also dipped herself in gold paint.
These visuals followed the success of So Close to What. The album debuted at No. 1 on the Billboard 200, marking McRae’s first No. 1 album. Its hits included “Sports Car,” “It’s OK I’m OK,” “2 Hands” and “Tit for Tat.”
With TATE 01, McRae has now expanded her creative work into fragrance while continuing her music and fashion projects. The launch gives fans a clearer picture of what the TATE 01 teasers were building toward.
