Launched: 2017
Founder: Heather Stewart
Key Executives:
2024 Full Year Expected Revenue Range: $20M-$30M according to industry estimates.
Offline points of distribution globally projected for 2024: 9,000+
Primary Category: Fragrance
Key Markets:
Retail Partnerships:
Primary Distribution Channel: Mass
Other Distribution Channels:
Funding Rounds: Self-funded
Insight provided by Heather Stewart, President
Good Chemistry came to be because of the lack of ingredient transparency in the fragrance market around the time of the brand launch. We saw not only that but a lack of fragrance brands that are doing their part in sustainability while maintaining incredible scents and intricate fragrances. We are so pleased that consumers have continued to turn to Good Chemistry for products they feel good about using.
What are your key business initiatives for 2024?
We are beyond excited to launch a gender-neutral fragrance in February called Unknown Legend. We think of it as the “King of Cool” side of the coin to our cult favorite, Queen Bee.
What are you most proud of having accomplished?
Our relaunch in 2022 took guts! We dug deeper into our beauty and science roots to focus on clean, cruelty-free, and vegan—and introduced first-to-mass full ingredient transparency. Plus, our packaging got a beautifully scientific upgrade, too!
What has been the biggest surprise?
Since the very beginning, we've been pleasantly surprised by the genuine love and loyalty from our community. As a brand centered on positivity and authenticity, it's been truly heartening to witness the strong connection our customers have with all things Good Chemistry.
What fuels your competitive advantage?
There are so many “cheap and cheerful” fragrances that lack a premium touch, while fine fragrance costs a pretty penny. We love that our brand is a small splurge that exceeds expectations—and if we’ve done our job right—brings a smile to your day.
Please share your insight on the future of the beauty industry.
Brace yourselves for a beauty industry transformation! We envision a future that prioritizes affordability, fun fragrances, and cruelty-free formulas. Good Chemistry is leading the way towards a diverse, inclusive beauty landscape that radiates positivity—from your nose to your toes.
What is the best piece of advice you’ve been given?
The golden advice that has guided us is, “stay true to your roots.” This keeps us grounded in and accountable to our reason for being: to be a catalyst for good. It drives us to deliver high-quality products while authentically connecting on many levels with our community.
What’s the best mistake you’ve ever made?
Never underestimate the power of community engagement! There was a time when we worked inside a vacuum of internal-only creation. We’ve turned that misstep into a positive and now actively connect, listen, and involve our audience. Lesson learned: a strong community is the heartbeat of our brand.
Paying it forward, what advice would you give someone contemplating launching a beauty brand?
The key is passionate authenticity. Embrace your unique identity, lean into sustainability, and let your values shine. Building a brand is a journey, and with a genuine commitment to your principles, you'll resonate with others.
If you could change one thing in the beauty industry what would it be?
More transparency please! Traditionally, fragrance has been a proprietary ingredient, with only the brands knowing what exactly goes into their juice. Now, picture a beauty world where every brand lets you behind the curtain and in the know about their products and formulas—from sourcing to ingredients to packaging. Full transparency is Good Chemistry!
