Target launches debut fragrance brand

Retailer Target is making inroads into the beauty industry with the launch of its first exclusive fragrance brand.

Dubbed ‘Good Chemistry', the affordable, 48-piece beauty line comprises four different collections inspired by various mood categories, including ‘Confident and Charming', ‘Good and Grounded', ‘Vibrant and Playful' and ‘Cool and Collected'. There are four fragrances to each collection, with each scent coming in three different formats -- perfume, body sprays and rollerballs. Each of the products is vegan, paraben-free and formulated using essential oils.

"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 statement. "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."

The move marks the retailer's latest big effort to invest in the beauty sector, following a year that saw the brand launch a K-beauty collection, a celebrity haircare line and a natural skincare brand.

‘Good Chemistry' will launch in-store and and online at www.target.com on January 21, priced from $9.99 to $24.99.