Retail in Asia


INTERVIEW: Grown Alchemist debuts in Singapore

Grown Alchemist

On 5th October, Grown Alchemist debuted on Takashimaya ONLINE in Singapore. The launch kicks off the partnership between Grown Alchemist and Bluebell Group for the market.

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Grown Alchemist has its foundation on cellular renewal and nutrient metabolisation, and scientifically–innovative formulas capable of influencing the way the body repairs and regenerates the skin.

Grown Alchemist product innovation is at the forefront of progress being made in fields such as medicine, nutrition, pharmacology, dermatology, genetics and psychology.

The two founders, Jeremy and Keston Muijs after discovering that the continuous use of natural active ingredients directly improves skin cell health, optimises skin function and consequently reverses the signs of aging, launched Grown Alchemist in 2002, developing formulas with a unique synergy between biology and cosmetic chemistry, creating “Bio-compatible Beauty” and their trademark skincare system: Cleanse, Detox, Activate.

Grown Alchemist Jeremy Portrait 2 Hires
Source: Grown Alchemist

Today, their team of cosmetic chemists and research labs are based in London, Paris, Switzerland, Spain and Australia.

Bluebell Group partners with Grown Alchemist to bring the cosmeceutical brand to Singapore. Nelly Ngadiman, Managing Director at Bluebell Southeast Asia, expressed her delight in announcing the launch of the Australian brand into the market: “Grown Alchemist is at the forefront of progress in fields such as medicine, nutrition, pharmacology, dermatology, genetics and psychology. The scientific and holistic approach of the brand to beauty makes it stand out among the several clean beauty brands that have been emerging recently”.

Ngadiman added: “We are proud of being part of Grown Alchemist’s journey to break new scientific ground and challenge the status quo of beauty. To start our adventure, we chose Takashimaya ONLINE and launched the brand in conjunction with its 27th anniversary to celebrate our long-term partnership”.

Julia Liotard-Vogt, Group Business Development Director, added: “The brand follows the philosophy that health and beauty are inextricably linked. Indeed, Grown Alchemist’s products do not only include topical skincare, but also targeted beauty supplements. This holistic approach to beauty and health is a key element in our business development strategy and drives the process of curating brands in the space of wellness.”

Retail in Asia asked Jeremy Muijs some questions to to understand more about the brand and clean beauty evolution.

RiA: Grown Alchemist’s USP draws upon a scientific approach that culminates into the paradigm HEALTH=FUNCTION=BEAUTY, can you tell us more about the story of the brand?

Jeremy : Health=function=beauty is the foundation of our brand. We understand that when we improve our health at a cellular level, the natural function of the skin can be restored, creating the perfect environment to release our true beauty.

Grown Alchemist 2
Source: Grown Alchemist

There are so many lifestyle factors which can negatively influence our health such as diet, stress and pollution. What a lot of customers are only just learning is how detrimental the ingredients in their existing beauty products can be to their health – ingredients such as Phenoxyethanol, Propylene Glycol and Dimethicone. Which is why we focus on producing ‘clean’ plant-based beauty products which are proudly and independently certified to be free of harmful toxins and carcinogens in 100% recyclable packaging.

RiA: What’s your customer profile and how do you use digital to reach it?

Jeremy : Our approach to ‘clean beauty’ product formulation and our trend-leading design aesthetics continue to attract customers worldwide. We are increasingly seeing waves of consumers who are experiencing a ‘beauty awakening’ and discovering our brand for the first time. This awakening is being fuelled by an exponential growth in very high calibre digital resources such as podcasts, blogs and apps. Customers now more than ever have access to the latest science, enabling them to make informed purchasing decisions and challenge traditional beauty norms.

RiA: Beauty sector has evolved very fast in the past few years, which trends you can see defining the future of the industry?

Jeremy : We see ‘clean beauty’ as the major frontier which will continue to re-define very established trends in the beauty industry. Customers now have a choice between harmful and health promoting beauty products. We are seeing customers starting to call out major worldwide brands which have a focus on natural ingredients in their marketing, however when you look more closely at their ingredient lists, the brand is not as natural as it claims.

We choose to operate with a high degree of transparency, which is why our products are certified by a number of independent organisations including Safe Cosmetics Australia – an industry defining organisation which is focused on establishing standards for naturally made safe cosmetics with non-toxic ingredients.

GRA0314 Anti-Pollution Primer Prebiotic-Peptide_ Anti-Pollution Shield Complex_ Ganoderma Extract 50mL_LIfestyle_2
Source: Grown Alchemist

RiA: Clean beauty brands have been populating the market more and more, how customers can evaluate and choose ingredients which are more suitable for their skin?

Jeremy : Spend time doing a little research to influence your purchasing decisions. Depending on how a product is labelled, an ingredient list can look confusing. However, there are many websites now such as EWG and Think Dirty which have a vast breadth of research and ingredient rating systems.

These websites allow you to search for an ingredient, and instantly be informed whether this is an ingredient we should be using on our skin. There are also a series of very sophisticated apps these days which allow you to scan a barcode to instantly access similar information.

RiA: What is the best seller among your products and why?

Jeremy : Our Detox Serum is one of our leading products worldwide. The light-weight, oil-free gel formula absorbs instantly into the skin and assists with detoxifying and restoring health at a cellular level. This product features powerful plant-based active ingredients such as Vitamin B3 (Niacinamide), Vitamin B5 and our proprietary Antioxidant+3 complex which work to exponentially improve the radiance and vitality of our complexion. It is a staple of the Grown Alchemist 3 phase skincare routine: Cleanse, Detox, Activate.

Source: Grown AGRA0075_Detox Serum Antioxidant +3 Lifestyle_0lchemist GRA0075_Detox Serum Antioxidant +3 Lifestyle_0
Source: Grown Alchemist

RiA: What’s next for Grown Alchemist?

Jeremy : We have a very innovative new product launch schedule planned for the next few years, focused on creating products which will provide customers with a greater array of health-positive choices to improve their beauty routine. We also have a number of new international markets coming on board in the next few months as well as a number of very exciting projects with prominent international retailers.

SEE ALSO : Lancôme Singapore launches virtual flagship

RiA: Beauty sector in 5 years, how is it going to look like? Define it in 3 words.

Jeremy : Informed, accessible and customer-centric.

Retail in Asia will follow the development of the brand. Stay tuned!

*Bluebell Group is the owner of Retail in Asia