New exclusive fragrance brand launches at Target

By Deanna Utroske

- Last updated on GMT

image courtesy of the retailer
image courtesy of the retailer

Related tags Perfume Aroma compound Target

The discount retailer is upping its fragrance offerings with the launch of its new Good Chemistry brand and an expanded selection of other popular scents.

Target is continually rethinking its beauty and personal care selection to keep pace with consumer trends and expectations. In 2016, for instance, the company brought in the natural skin care brand Fig + Yarrow​. Last year Target added The Honest Company and Glow Studio for Target, a K beauty range developed for the retailer by the team at Glow Recipe. And just this month, Target added the hair care and styling brand Koils by Nature​ to its roster of brands.

Similarly now, the retailer is broadening its fragrance department: “Beauty at Target is all about the joy of discovering products that work best for you, and we want to ensure this philosophy rings true in fragrances,”​ explains Christina Hennington, senior vice president of beauty and essentials at Target, in a media release. “That’s why we are reinvigorating our fragrance collection by introducing Good Chemistry, an exclusive brand that is all about inspiring our guests to find unique scents that they love.”

A new brand

This month Target began selling its new exclusive fragrance brand Good Chemisty. The collection is built around four “personalities” Confident and Charming, Good and Grounded, Vibrant and Playful, and Cool and Collected, according to the media release. Each personality includes four scents in an array of formats: perfume, body spray, and rollerball.

Customers will have the option of sampling the scents in-store to find their favorites. And, Target emphasizes that the Good Chemistry collection is vegan, paraben-free, and formulated with essential oils.

More of the same

In coincidence with the launch of Good Chemistry, Target is also expanding its selection of fragrances with scents from Pacifica. That brand’s skin care and sun care products have long been available at Target. Now, eight new scents from Pacifica are for sale there too. “We can’t wait to give guests more of what they love, further enhancing our fragrance specialtyassortment,”​ says the company.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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