Very Great Launches Haeze, a New Fragrance Line for Target

A Strategic Move into the Beauty Market

Very Great, the New York‑based beauty startup, is unveiling Haeze, a fragrance brand that will debut exclusively at Target on November 1. The line was co‑developed with Target and will be available in all stores and on target.com. Haeze will feature five scents designed for layering and personalization, marking Very Great’s first foray into the beauty sector.

The partnership between Very Great and Target follows a trend of retailers collaborating with niche brands to offer unique, curated products. By focusing on layering, Haeze allows customers to mix base notes and top notes to create a personalized scent profile. The brand’s creative direction is led by Andy Anderson, who has worked with several high‑profile designers. Very Great’s founders, Josh Williams and Eric Prum, emphasize that the new line reflects their commitment to quality ingredients and consumer‑centric design.

Very Great’s decision to launch Haeze through Target is a calculated entry into a crowded fragrance arena. Target’s extensive reach and strong online presence provide a platform for a brand that prioritizes accessibility. The collaboration also leverages Target’s reputation for offering stylish, affordable products, aligning with Very Great’s brand ethos. By debuting at a single retailer, the company can control distribution and maintain a cohesive brand experience.

How Will Customers Experience Haeze?

According to Very Great, the five initial fragrances are crafted from natural essential oils and botanical extracts. The company claims that each scent can be layered with the others, encouraging experimentation. Andy Anderson notes that the packaging will feature minimalist design cues, with a focus on sustainability. The packaging is expected to use recyclable materials, aligning with growing consumer demand for eco‑friendly products.

Target shoppers will be able to try samples in store, with staff trained to explain layering techniques. The brand’s website will feature interactive tools that suggest scent combinations based on user preferences. Very Great plans to release limited‑edition seasonal scents to keep the line fresh and encourage repeat purchases. The company also intends to gather customer feedback through in‑store kiosks and online surveys, using data to refine future releases.

Josh Williams explains that the collaboration was born from a shared vision between the two companies: „We wanted to create a fragrance experience that’s both personal and approachable, and Target’s customer base is the perfect fit.” Eric Prum adds that the partnership will allow Very Great to scale quickly while maintaining product integrity. The launch date of November 1 positions the brand for holiday sales, a critical period for beauty retailers.

Will Haeze Stand Out in a Saturated Market?

The fragrance market is crowded, but Haeze’s emphasis on layering and personalization could differentiate it from mass‑produced scents. By offering a modular approach, the brand invites consumers to craft unique combinations, potentially increasing engagement. However, success will hinge on effective marketing and consumer education. Target’s existing marketing channels and in‑store displays will play a vital role in raising awareness.

The brand’s future plans include expanding beyond Target if the initial launch proves successful. Very Great is also exploring potential collaborations with other retailers, but the current focus remains on establishing a strong foundation with Haeze. The company’s growth strategy relies on building a loyal customer base through quality products and transparent sourcing practices.

Frequently Asked Questions

What are the five initial scents in the Haeze line? The launch includes five fragrances: a floral base, a citrus top note, a woody heart, a spicy finish, and a fresh herbal accent. Each is designed to be layered with the others.

Will Haeze be available outside of Target? Initially, Haeze will be exclusive to Target stores and target.com. Future distribution plans are under consideration but not yet confirmed.

How can customers learn to layer Haeze scents? Target will provide in‑store demonstrations and online tutorials. The website will feature interactive guides to help shoppers mix and match scents.