And the packaging is adorable.

By Chelsea Traber Burns
Updated January 19, 2018
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target fragrance
Credit: Target

Target has really been stepping up their beauty game recently. Which is why we weren’t too surprised when they announced they were launching a new line of fragrances. “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. “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.”

There are four collections within the line that were inspired by different personalities: Confident and Charming, Good and Grounded, Vibrant and Playful and Cool and Collected. Within the four collections there are also four separate scents that come in perfume, rollerball, and body spray formats.

Confident and Charming includes sweet, floral scents like Gardenia Palm, Jasmine Rose, Magnolia Violet and Vanilla Orchid. The packaging is romantic with a clear glass bottle, gold lid, and whimsical floral drawings. Cool and Collected are all very earthy scents: Cool Glacier, Mineral Desert, Rustic Wood and Silver Coast. The packaging is gender neutral with a glass bottle, minimalist label, and wooden cap. Good and Grounded is all about fruity floral notes like Apricot Bloom, Blue Bell, Sugar Berry and Water Lily. The packaging plays up those notes with large images of them displayed on the clear bottles. The final collection, Vibrant and Playful, is just that. the packaging is bold and graphic and the scent names are Brainiac, Day Dreamer, Queen Bee and Wild Child.

We also love that all of the collections are made with essential oils, and are vegan and paraben free. The line launches at Target and January 21st and everything is under $25.