Default dir for configuration dir is $XDG_CONFIG_HOME/google-chrome. Default executable is google-chrome. Switch for profile selection is --profile-directory=<name of profile>. Say you need a profile for work called work:

  • Create empty directory or symlink to an empty directory, named work, in $XDG_CONFIG_HOME/google-chrome.
  • Start Chrome with google-chrome --profile-directory=work

User data directory

Option --user-data-dir=<path_to_dir>. Inside <path_to_dir> you have the several profile directories, including the default one.

Increase security with site isolation

chrome://flags/#enable-site-per-process, see Google Chrome Help.