GOOD CHEMISTRY

Fragrance is a feeling first—and Good Chemistry was built to make people feel good. What started as a quiet rebellion against outdated perfume tropes turned into a bold, joyful brand that changed how people experience scent at retail. We ditched the seduction narrative, led with transparency, and built a mood-forward fragrance collection that invited consumers in. Everything—from the name to the packaging to the price point—was designed with inclusivity, optimism, and fun in mind. The visual identity leaned on color, shape, and simplicity to make something as complex as fragrance feel personal and approachable. It was clean, cruelty-free, and unafraid to take up space in the fragrance aisle. And it worked.

Launched exclusively at Target, Good Chemistry quickly became one of the fastest-growing fragrance brands in mass retail. It now sells at Anthropologie, Whole Foods, Walmart, CVS, Kroger, and more—proving that values-led design can scale. The brand was recognized as one of Beauty Matter Future 50 for driving innovation in beauty and fragrance. April served as the founder and creative visionary, leading everything from initial concept to go-to-market—including brand strategy, naming, packaging, campaign development, storytelling, and in-store experience.