Good Chemistry
Vegan everyday scent from Target's aisles.
Good Chemistry is Target's in-house fragrance line, launched across all U.S. stores in January 2018 and developed in partnership with Illume. The brief was simple: vegan, paraben-free perfumes built around essential oils, sold at drugstore prices alongside the rest of Target's beauty assortment. The range is organised into personality-led collections — Confident & Charming, Good & Grounded, Vibrant & Fresh — and leans on familiar territory: clean musks, soft florals, fruity ambers, the occasional gourmand. Bottles are small and minimalist, and the marketing pitches the line at younger shoppers picking up a scent on a grocery run rather than building a wardrobe. In 2020 Good Chemistry expanded beyond Target with a direct-to-consumer site, but the brand's centre of gravity remains the mass-market beauty aisle.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
