Haeze, a new fine fragrance brand centered on evolving identity, will launch exclusively at Target and Target.com on November 1. The brand introduces five original scents—& Only This, Petal Pusher, SPF 1987, Ember Noir, and Down Pour—available in various formats including Eau de Parfum ($49), Body, Hair & Linen Mist ($25), Solid Fragrance ($20), EDP Discovery Set ($20), and Scented Candle ($10).

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Co-founders Josh Williams and Eric Prum designed Haeze to foster self-expression through fragrance. "Our original, beautifully crafted scents invite you to collect, experiment, and build a fragrance wardrobe entirely your own, without compromising on quality," they stated. Haeze partnered with Givaudan, a leader in luxury fragrance design, to create fragrances reflecting the brand's belief in multifaceted identity.

Creative Director Andy Anderson remarked that the fragrances are inspired by universal moments, like a first kiss, and feature unexpected notes that enhance personal experience. The core scent, & Only This, is an ambroxan-based skin scent that interacts with the wearer’s skin chemistry, providing a unique effect and serving as a foundation for layering with other Haeze fragrances.

The five scents span different fragrance families: Amber, Floral, Gourmand, Woody, and Fresh, enabling distinctive wears while allowing layering. The compositions are as follows:

- & Only This — Amber: Clove Bud, Sheer Iris, Soft Woods, Ambroxan

- Petal Pusher — Floral: Soft Florals, Pink Pepper, Bergamot Zest, Cashmere Wood

- SPF 1987 — Gourmand: Banana Leaf, Sea Salt, Crème de Coco, Sunkissed Amber

- Ember Noir — Woody: Fir Balsam, Patchouli, Torched Cedar, Vanilla Absolute

- Down Pour — Fresh: Rainwater, Neroli Leaf, Water Lily, Vetiver

Kevin Wong, VP Merchandising at Target, expressed enthusiasm about the partnership, stating it challenges perceptions that fine fragrance necessitates a luxury price tag. The collection aims to blend originality with accessibility, allowing customers to explore and build their fragrance collections at a value.

Haeze emphasizes the notion of nostalgic, emotionally-charged memories through its scents, offering each in multiple formats for versatility. The brand aims to redefine the fine fragrance experience, inviting consumers to engage with scent on their own terms.