Good Chemistry

Good Chemistry is a US fragrance brand created by ILLUME, a Minnesota-based home-fragrance and personal care company, and launched into the mass market through Target. Industry publication BeautyMatter lists the brand as having launched in 2017, with Heather Stewart as founder and president. In 2018 the Good Chemistry line rolled out across Target stores in the US as the retailer’s first in-house vegan perfume brand, positioned at accessible price points.

The brand focuses on clean, ingredient-transparent formulations. According to its own FAQs and about pages, Good Chemistry fragrances are vegan, PETA-certified cruelty free, and formulated without dyes, parabens, phthalates, propylene glycol, or GMOs, while incorporating essential oils. Initially organized into personality-driven collections such as Confident & Charming, Vibrant & Playful, Good & Grounded, and Cool & Collected, the range now spans eau de parfum, body mists, travel sprays, candles, and, more recently, solid perfumes sold both on its direct-to-consumer site and through major retailers.

Good Chemistry is designed for mass distribution, with BeautyMatter estimating thousands of offline points of sale globally and projected 2024 revenues in the tens of millions of dollars. The brand frequently introduces new scents and formats, such as the Cherry Crush and Jasmine Rose solid perfumes, and has developed cult followings around certain SKUs like Queen Bee. A 2022 relaunch sharpened its emphasis on “clean, cruelty-free, and vegan” positioning and introduced full ingredient disclosure at scale, reflecting the brand’s stated goal of pairing low prices with transparency and simple, mood-based scent shopping.