How do you grow a business without scaling the chaos?

ILLUME had grown into a complex mix of brands, private label and retail partnerships. But the structure behind the growth hadn’t evolved at the same pace.

I helped transform a fragmented portfolio into a strategic house of brands, clarifying brand roles and building the creative organization and systems needed to support growth.

The result: a more intentional portfolio, stronger strategic retail partnerships, and an organization that grew from $8M to a peak of $150M.

What if mass fragrance didn’t have to feel like mass fragrance?

Mass fragrance hadn’t evolved in decades. I saw an opportunity for a clean, expressive, design-led brand and developed and pitched Good Chemistry to Target. The first version beat forecast by 50%.

From there, I led the brand from concept through scale, owning the vision, product, go-to-market, team, operations and P&L.

The result: $30M+ in revenue, 10,000+ retail doors, 3x growth in owned channels, and the #1 women’s mass fragrance brand at Target.