A new fragrance brand is challenging the idea that luxury perfume has to come with a luxury price tag.
Haeze launches on 1 November with five original fragrances, all priced below US$50 and designed to be layered and mixed depending on the wearer’s mood.
Founded by Josh Williams and Eric Prum through their consumer product company Very Great, Haeze is the duo’s first move into the beauty industry after years of developing brands across different categories.
The brand has brought in creative director Andy Anderson to shape everything from its fragrance profiles to its colourful packaging. The scents were developed with fragrance house Givaudan, while the collection was co-developed with Target, which will be Haeze’s exclusive retailer.
The five fragrances each represent a different scent family.
SPF 1987 is the gourmand option, combining banana leaf, sea salt, crème de coco and “sunkissed amber” for a tropical, beach-inspired scent.
Ember Noir takes a darker, woody direction with fir balsam, torched cedar and vanilla absolute, while Down Pour offers a fresher profile built around rainwater, neroli leaf, water lily and vetiver.
For floral lovers, Petal Pusher combines floral notes with pink pepper, while & Only This is an amber skin scent centred around ambroxan, alongside clove bud, sheer iris and soft woods.
Ambroxan is also the key ingredient in Molecule 02 by Escentric Molecules, known for reacting with individual skin chemistry to create a slightly different scent on each person.
Fragrance At A Lower Price
Each Haeze fragrance will be available as a US$49 eau de parfum (about R840), a US$25 Body, Hair & Linen Mist (about R430), a US$20 solid fragrance (about R340) and a US$10 scented candle (about R170).
There will also be a US$20 discovery set, roughly R340, allowing customers to sample the collection.
Buying all five eau de parfums would cost US$245, or approximately R4,200, which the brand says is comparable to the price of a single high-end fragrance.
Haeze will launch exclusively at Target stores across the US and Target.com on 1 November. There are currently no details on a UK launch.
The brand’s approach reflects a growing shift towards treating fragrance as something to experiment with and layer, rather than committing to one signature scent.
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