Why pick just one signature scent when you can build a whole wardrobe of them? That’s the idea behind Haeze, a new fine fragrance brand landing exclusively at Target on November 1, with prices starting at just $10.
Haeze is the first beauty brand from Very Great, the New York-based brand incubator behind W&P, Wild One and Courant. It’s also Target’s first co-developed fine fragrance brand, and the retailer had a hand in shaping both the brand and the collection itself.
A Fragrance Wardrobe, Not a Signature Scent
Co-founders Josh Williams and Eric Prum built Haeze around a simple belief: nobody is just one thing. Instead of committing to a single perfume, Haeze invites you to collect, mix and layer scents to match your mood, your outfit or whatever version of yourself shows up that day.
“Why do you have to pick just a single version of yourself?” creative director Andy Anderson told WWD. Anderson developed the brand with the founders over 18 months and led the packaging design.
The fragrances were created with Swiss fragrance house Givaudan, one of the biggest names in luxury perfumery. Every formula is clean, vegan and cruelty-free.
Meet the Five Scents
- & Only This (Amber): clove bud, sheer iris, soft woods and ambroxan. This ambroxan-based skin scent adapts to your body chemistry and is designed as the base for layering the rest of the collection.
- Petal Pusher (Floral): soft florals, pink pepper, bergamot zest and cashmere wood.
- SPF 1987 (Gourmand): banana leaf, sea salt, crème de coco and sun-kissed amber, inspired by 1980s beach cabanas.
- Down Pour (Fresh): rainwater, neroli leaf, water lily and vetiver.
- Ember Noir (Woody): fir balsam, patchouli, torched cedar and vanilla absolute.
All five are gender-expansive, so they’re made to be shared, swapped and stacked.
How Much Does Haeze Cost?
Haeze is clearly priced to make fine fragrance feel more accessible. Each scent comes in several formats:
- Eau de Parfum: $49
- Body, Hair & Linen Mist: $25
- Solid Fragrance: $20, a portable bag charm that clips onto your purse or keys
- Discovery Set: $20, with minis of all five Eau de Parfums
- Scented Candle: $10
According to Target, the entire Eau de Parfum collection costs about the same as a single designer fragrance. “Haeze challenges the idea that fine fragrance has to come with a luxury price tag,” said Kevin Wong, VP of merchandising for beauty at Target.
Bottles Worth Showing Off
The packaging is just as collectible as the scents. The custom geometric bottles have cube-shaped bases, spherical caps and concentric rings meant to evoke planetary orbits and rippling water. “I view each of these scents as their own world within a bottle,” Anderson said.
The launch comes with five cinematic short films, one for each fragrance, along with social content aimed mostly at Gen Z and younger millennials. Very Great says it invested “several million dollars” to launch the brand.
What’s Next for Haeze
Haeze is already thinking beyond perfume. The brand plans to move into home categories, starting with laundry in 2027, and Williams says more formats outside traditional beauty could follow over the next 12 to 18 months.
Haeze launches November 1 exclusively at Target stores and on Target.com. With the $20 discovery set in the lineup, it could also make an easy holiday gift for the fragrance lover in your life.
