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Very Great Enters Beauty With Haeze, a New Fragrance Brand

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Very Great Enters Beauty With Haeze, a New Fragrance Brand

Codeveloped with Target and launching exclusively at the retailer Nov. 1, Haeze debuts with five layerable scents.

Very Great cofounders Josh Williams and Eric Prum, alongside creative director Andy Anderson, are entering beauty with Haeze, a fragrance brand codeveloped with Target and centered on layering and personalization.

Launching Nov. 1 exclusively at Target stores nationwide and target.com, Haeze is Very Great’s first beauty brand. Founded in 2016, the New York-based brand incubator is behind W&P, Wild One and Courant, spanning kitchenware, pet accessories and tech products. Anderson, who is based in Los Angeles, worked with the New York-based founders to develop Haeze over 18 months, with fragrances created in partnership with Swiss fragrance house Givaudan.

The brand challenges the traditional concept of a signature scent, instead encouraging consumers to build a fragrance wardrobe that reflects different facets of their identity, Anderson said.

“The fragrance industry, in our experience in the past, has loved to sell you on the idea of pick your signature scent, singular, and Haeze is asking why? Why do you have to pick just a single version of yourself?” Anderson said.

The debut collection includes five fragrances across different scent categories: & Only This, an amber with clove bud, iris and ambroxan; Petal Pusher, a floral blending pink pepper, bergamot and cashmere wood; SPF 1987, a gourmand with banana leaf, sea salt and coconut; Ember Noir, a woody scent featuring patchouli, cedar and vanilla, and Down Pour, a fresh aquatic with rainwater, neroli and vetiver.

Each fragrance is available as a $49 eau de parfum; a $25 body, hair and linen mist; a $20 solid fragrance that doubles as a bag charm, and a $10 scented candle.


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