The fragrance industry is fascinated by the concept of a signature scent, or a single perfume that sensorially encapsulates the wearer’s identity. (Just look at the cult-like followings of Chanel No.5 or Tom Ford Tobacco Vanille.) But for Haeze, a new fragrance brand launching exclusively at Target on Nov. 1, there’s no such thing as a signature scent in its debut lineup.
“Haeze is designed as a wardrobe of fine fragrances to collect, layer and shift between depending on the moment or the version of yourself you want to express that day,” Haeze Co-Founder Josh Williams tells Fashionista over email. “The idea at the center of the brand is that you’re more than one thing, and your fragrance can be, too.”
Haeze’s Creative Director Andy Anderson elaborates: “The subtext of ‘find your signature’ implies singularity — one. Haeze is asking, ‘Why? Why pick just one?'”
This rejection of being placed into a box stems from a personal place for the duo, as they both embraced nonlinear career paths. Anderson, a self-described “multi-hyphenate creative,” has pursued theater, dance, music, styling, modeling, web development, photography, branding and product development, among many other specialties. Williams’ background in food, wine and spirits now informs his career as a cross-category serial entrepreneur. As Anderson notes, “Haeze is built on the idea that we’re all far more multifaceted than a single sound bite could ever contain.”
Photo: Courtesy of Haeze
Grounded in universal “moments that shape identity,” Haeze’s five-scent core collection includes & Only This, Petal Pusher, SPF 1987, Down Pour and Ember Noir. As Haeze’s “naked scent,” & Only This heightens the wearer’s natural aroma via notes of clove bud, sheer iris, soft woods and ambroxan. Its “aura word” — the defining label attributed to each Haeze fragrance — is “closeness,” signaling an air of fragrant familiarity.
Photo: Courtesy of Haeze
Petal Pusher, or the label’s floral arrangement Anderson affectionately labels “our little ‘brat in bows,'” is all about “curiosity.” It’s the “anticipation before the first kiss” bottled into a blooming bouquet of soft florals, pink pepper, bergamot zest and cashmere wood. With just a touch of the powdered petals characteristic of floral scents, the fragrance settles into a deeper, earthy patchouli.
Photo: Courtesy of Haeze
A nod to Anderson’s birth year, SPF 1987 drips with “nostalgia” as it conjures images of ’80s beachside cabanas and childhood sunscreen bottles. The retro gourmand embraces tropical notes of banana leaf, sea salt, crème de coco and amber to deliver a decadent burst of freshness without veering into “sickly sweet” territory.
Photo: Courtesy of Haeze
Down Pour (Haeze’s “wonder” scent) explores the tension between the sky (rainwater) and the earth (vetiver). Evoking morning dew and a summer storm, the aquatic scent also spotlights notes of neroli leaf and water lily. Ember Noir — a woody vanilla centered on “intrigue” — closes out Haeze’s initial collection. With a sultry blend of fir balsam, patchouli, torched cedar and vanilla absolute, Ember Noir descends into “something dark, smoky and a little dangerous,” Anderson adds.
“Each scent is its own world, and within those worlds are so many variations — my Petal Pusher may not be your Petal Pusher,” Anderson says. “The prospect of telling those identity stories within each scent world, and their variations, is thrilling to me.”
While each Haeze scent can stand on its own, they are also formulated to seamlessly layer with one another for a custom pairing. Follow Down Pour up with a spritz of SPF 1987 for an aquatic, beachy blend, or deepen Petal Pusher’s floral top notes with Ember Noir’s woodsy heart. Since & Only This functions as Haeze’s elevated skin scent, it was specifically designed to be layered across the collection.
Photo: Courtesy of Haeze
Plus, all five scents are available in four different formats: eau de parfum ($49); body, hair & linen mist ($25); solid fragrance ($20); and scented candles ($10). As a play on the customizable bag charm trend, Haeze’s solid fragrance also doubles as a wearable keychain for on-the-go refreshes. Launching with four distinct scent delivery systems right out of the gate is rare, but for Haeze, Anderson says it was about “access and representation” to deliver the intentionality seen in luxury fragrance at a more affordable price point. Additionally, individualized experimentation remains a core pillar of the brand, so initially offering a variety of formats with different concentrations and textures allows for a personalized scent experience.
The decision to work with Target on Haeze’s launch was a natural one, as both Williams and Anderson have previously worked with the retailer on labels they’ve built (pet-care brand Wild One and kitchenware brand W&P). They have also developed custom products for Target’s home department and worked with the retailer’s design and merchandising teams on trend forecasting. According to Williams, Target actually approached him and Anderson with the opportunity to collaborate on a new fragrance brand. Now, Haeze is launching into all Target stores nationwide and on target.com.
“[Target’s] commitment to design, quality and brand-building is unmatched at their scale, and they’re willing to take creative swings that many mass retailers aren’t,” Williams says. “Perhaps most importantly, the Target guest is the Haeze customer: brand-savvy, curious and unwilling to choose between great quality and great value.”
Photo: Courtesy of Haeze
As Haeze prepares for its major Target debut, the label has its sights set on becoming “the leading fragrance brand for self-expression for a new generation,” Williams adds. New categories (and new scents!) are also on the horizon as the brand explores more ways to bring self expression to fine fragrance.
“Our fragrances are a wardrobe because each stands for a version of yourself — each is a part of you,” Anderson says. “That’s why Haeze is fragrance as original as you are for those who refuse to be just one thing.”
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