Very Great to Launch Haeze Fragrances at Target
The new vegan, cruelty-free collection debuts exclusively at the retailer on November 1, 2026.
Updated on Oct. 20, 2026 in Beauty
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Starting November 1, 2026, the brand incubator Very Great will release its new fragrance line, Haeze, exclusively at Target. The collection, which took 18 months to develop, features five scents across various formats.
Why it matters
The brand intends to push consumers away from the traditional concept of owning a single signature scent. By co-developing the line with Target, the brand offers a new accessibility point for vegan and cruelty-free fragrance options.
The collection includes items priced from $10 for candles to $49 for eau de parfum, with discovery sets available for $20. All items were created in partnership with Givaudan and are formulated as vegan and cruelty-free.
The players
Very Great
This is a brand incubator based in New York that focuses on developing consumer goods.
Target
Target is a national retail corporation that serves as the exclusive partner and co-developer for the Haeze brand.
Givaudan
Givaudan is a global leader in the fragrance and flavor industry that partnered with Very Great to create the scents.
The details
The Haeze collection includes eau de parfum, body mists, solid fragrances, and candles, all codeveloped with Target. This launch represents the latest project from Very Great, the incubator founded in 2016.
Timeline
2016: Very Great was founded.
November 1, 2026: Haeze launches exclusively at Target.
Next 12 to 18 months: Planned expansion beyond traditional beauty formats.
Culture Shift
This move highlights the ongoing trend of retailers moving away from generic store brands in favor of incubator-backed, curated product lines. It marks a departure from traditional mass-market fragrance launches by prioritizing direct brand-to-consumer partnerships within a retail setting.
Shoppers can find the new line at all Target locations or via the online portal beginning in November. The accessible price points allow customers to sample multiple scents without committing to the higher costs typical of premium fragrances.
The takeaway
Consumers looking to update their fragrance routine can experiment with different scents at a lower price point through this new collection. Consider purchasing a discovery set first to determine which of the five scents best fits your preferences.
What happens next
Haeze plans to expand its product line beyond traditional beauty formats within the next 12 to 18 months.
Further reading
Learn more about the latest developments in the retail market on the Beauty page.
More information
View the complete collection on the Target official website.
Live Poll
Would you prefer to use one signature fragrance or layer multiple scents to create your own?
