Target Launches Vegan Perfume Line

Target has announced the launch of Good Chemistry, its first exclusive fragrance brand hitting stores this weekend. The line is vegan, essential-oil based, and paraben-free, says the company.

Good Chemistry bases its fragrance formulations — perfumes, rollerballs, and body sprays —  on key personality types: Confident and Charming, Good and Grounded, Vibrant and Playful, and Cool and Collected launch the line priced between $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,” Christina Hennington, senior vice president of Beauty and Essentials at Target, said 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 retailer has been updating its natural and cruelty-free beauty selections with brands like S.W. Basics, Shea Moisture, and Pacifica.

Target says it will also launch eight new Pacifica fragrances on the same day as the Good Chemistry launch.

Conventional perfumes can often contain harmful ingredients that have been tested on animals. Fragrances, which are considered proprietary information protected by FDA nondisclosure regulations, can contain hundreds of chemicals that brands can keep secret to protect their formulations from being duplicated by competitors. Essential oils are made from natural ingredients (leaves, flowers, fruits, etc) and are generally regarded as safe and typically not tested on animals.

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Jill Ettinger :Editor-in-Chief | Partner, LIVEKINDLY | Featured in The Huffington Post, MTV, Reality Sandwich, and Organic Authority. Los Angeles, CA | Contactable via: jill@livekindly.co