Fragrance house

Good Chemistry

Good Chemistry launched at Target on January 21, 2018, in partnership with ILLUME, as Target’s first exclusive fragrance brand. The brand is an ILLUME label, and ILLUME was acquired by Regent Holding Company on April 19, 2016. Its original creative positioning organized fragrances around four mood-led personalities: Confident + Charming, Good + Grounded, Vibrant + Playful, and Cool + Collected. After its winter 2018 debut, ILLUME invested in a dedicated e-commerce site, expanding Good Chemistry’s digital presence and direct-to-consumer selling. Today, the brand emphasizes matching fragrance to mood, layering and experimentation, alongside cruelty-free, vegan formulas made without dyes, GMOs, parabens, propylene glycol, or phthalates. Queen Bee Eau de Parfum provides a clear fragrance-legacy example: it is presented as a base for creating a personalized signature scent.