How do you grow a business without scaling the chaos?

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

The opportunity wasn’t simply to make the brands better. It was to create clarity around what each part of the business was for, where it could win, and how the portfolio worked together.

I helped transform the business from a largely private-label manufacturer into a strategic house of brands, building the portfolio architecture, brand roles, creative organization and systems needed to support growth.

The result: a more intentional portfolio, stronger strategic retail partnerships, and a business that grew from $8M to a peak of $98M.

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

Mass fragrance was outdated and fragmented. Legacy brands dominated, ingredient transparency was nonexistent, and the customer experience hadn’t evolved in decades. Retailers wanted innovation, but the category lacked a credible, design-led player.

I saw the white space and developed Good Chemistry: a clean, expressive fragrance brand built for modern consumers. I pitched the concept to Target, launched the first version in stock packaging and 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 while building the systems that allowed the business to grow without losing what made the brand distinctive.

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