Target Is Debuting A New Fragrance Line

published Jan 18, 2018
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(Image credit: Sean Wandzilak)

Good news, beauty lovers: The bullseye is getting into the game, nose first. That’s right, Target announced Thursday that it’s debuting a new, exclusive fragrance line.

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(Image credit: Courtesy Target)

The new brand, called Good Chemistry—which launches on January 21 in stores and online—is based on four different personalities: Confident and Charming, Good and Grounded, Vibrant and Playful and Cool and Collected. Each collection then includes four unique scents that come in perfume, body sprays and rollerballs, priced from $9.99 to $24.99.

“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,” said Christina Hennington, senior vice president of Beauty and Essentials at Target in a post on their corporate blog. “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.”

(Image credit: Courtesy Target)

Target has been making some big beauty moves lately, redesigning the departments to be more like Sephora, introducing more on trend products like K-beauty brands, and exclusives with celebrity hairstylist Kristen Ess.

Here’s a closer look at the vegan, paraben-free fragrances:

(Image credit: Courtesy Target)

Confident and Charming: Gardenia Palm, Jasmine Rose, Magnolia Violet and Vanilla Orchid

(Image credit: Courtesy Target)

Good and Grounded: Apricot Bloom, Blue Bell, Sugar Berry and Water Lily

(Image credit: Courtesy Target)

Cool and Collected: Cool Glacier, Mineral Desert, Rustic Wood and Silver Coast

(Image credit: Courtesy Target)

Vibrant and Playful: Brainiac, Day Dreamer, Queen Bee and Wild Child

Update 1/20/18: This article has been updated to reflect that the brand is exclusive to Target, and not owned by Target as previously stated.