Target Launches Its First Fragrance Brand, and It Wants You Wearing Five Scents at Once

Target is getting into the fragrance business with Haeze, a new line it co-developed with Josh Williams and Eric Prum, the founders behind the consumer product house Very Great, which also built kitchenware brand W&P and pet brand Wild One. The brand launches November 1, both online and in select Target stores, with five eau de parfums priced at $49 each, built around the idea that nobody wants to commit to a single signature scent anymore.

The five scents, SPF 1987, Ember Noir, Down Pour, Petal Pusher, and & Only This, span gourmand, woody, fresh, floral, and amber profiles, and the whole pitch is that they're meant to be layered rather than chosen between. A $20 discovery set lets shoppers sample all five before committing, alongside a $25 body, hair, and linen mist, a $20 solid fragrance shaped like a bag charm, and a $10 candle. Target says the formulas are clean, vegan, and cruelty-free.

"Guests tell us they want to explore fragrance in ways that feel personal, playful and entirely their own," said Amanda Nusz, Target's senior vice president of merchandising for essentials and beauty. Williams put it more bluntly: "We created Haeze around the belief that no one is just one thing." The retailer is already planning to stretch the brand into home goods, starting with laundry products in 2027, because once you've convinced someone to buy five fragrances instead of one, why stop there?

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Source: Target

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →