Big Moves: Haeze brings fine fragrance to Target, and two more

Some brands launch a product. The three here launched something to collect: a wardrobe of scents built with Target, a run of limited drops from an outdoor brand that is rarely on sale, and a patch for every spot on your face, now on the shelf at Ulta Beauty. Each one gives shoppers a reason to come back for the next piece, and each team did something worth copying.

Haeze: fine fragrance at Target, starting at $10

Haeze, the first beauty brand from Very Great, the New York company behind W&P, Wild One and Courant, launched exclusively at Target, in stores and on Target.com, on November 1. Co-founders Josh Williams and Eric Prum built it over 18 months with creative director Andy Anderson, and the scents were made with Swiss fragrance house Givaudan. Target calls it the first fine fragrance brand it has co-developed.^1,2,3

There are five scents, & Only This, Petal Pusher, SPF 1987, Ember Noir and Down Pour, and every one comes as a $49 eau de parfum, a $25 body, hair and linen mist, a $20 solid fragrance that clips on as a bag charm and a $10 candle, plus a $20 discovery set. They are made to be worn alone or layered, and the whole eau de parfum collection costs about what a single designer bottle does. Target says laundry is next, in 2027.^1,2

Why it matters: Haeze made the first try cheap and the second one obvious. A $10 candle or a $20 discovery set gets a shopper in the door, and a wardrobe built for layering gives them a reason to buy the next scent instead of stopping at one.

Cotopaxi: Cotodays, its first run of drops

Cotopaxi is spending the start of November on "Cotodays," limited-edition drops every other day on November 1, 3, 5, 7 and 9, with free shipping on November 11. It opened with a $175 Fujifilm Instax bundle: a Del Día Todo shoulder bag, accessory bag and camera strap with an Instax Mini 13 camera, film and stickers. Many of the Del Día pieces are cut from deadstock fabric, so each one is one of a kind.^4,5

It is the first time Cotopaxi has used the drop model, and the products are on its site and in its 20 U.S. stores, with a printed catalog and in-store events alongside. CEO Lindsay Shumlas said the idea is to "keep that sustained consumer interest, product discovery and engagement around newness earlier in the month" instead of fighting for attention in the promotional window.⁴

Why it matters: Cotopaxi is rarely promotional, so it gave people a reason to show up before the discount noise starts, with newness, not a markdown. If your brand doesn't want to win on price, a short calendar of limited releases can create the urgency a sale usually does.

See how they stack up on Brand Tested

MARSHIQUE: its full patch lineup in 504 Ulta Beauty stores

MARSHIQUE, the Seoul skincare brand known at home for its targeted patches, arrived on shelves in 504 Ulta Beauty stores on November 1, after going live on Ulta.com in mid-October. The brand calls it a major step in its expansion into North America.^6,7

It brought its whole patch collection, not one hero product: patches made for frown lines, smile lines, the forehead, the eye area and the neck, lifting patches for the jawline, a PDRN lip patch and its signature lash serum. Ulta lists 10 products, priced from $16 to $25.^6,7

Why it matters: MARSHIQUE gave every spot its own product and kept every price under $25, so a shopper can start with the one area they care about and come back for the next. When each product names the exact problem it is for, a crowded beauty wall gets a lot easier to shop.

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Big Moves covers raises, acquisitions, retail launches, product launches and notable hires across consumer brands: food and beverage, apparel, accessories, home goods, jewelry, cosmetics, skincare and wellness. Every item is checked against a primary or reputable source with a date. No brand pays to appear. Reply to the newsletter to suggest one.

The Brand Tested Score measures how distinct a brand is (Brand DNA, 40%) and how well its own online store sells (Site Experience, 60%). Scores are Brand Tested’s opinion, built from public storefront pages and the apps we detected on the scan date and our published v2.0 methodology. They aren’t statements of fact about any company. See something wrong? Request a correction.