Retail in Asia


L’OCCITANE acquires Australian beauty brand Grown Alchemist

The L’OCCITANE Group, a global retailer and manufacturer of sustainable beauty and well-being products, announced on 24th March the acquisition of a majority control in Australian cosmeceutical, clean skincare brand, Grown Alchemist.

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With the acquisition of new and established premium beauty brands, such as Grown Alchemist, L’OCCITANE aims to accelerate its growth path to becoming a global, multi-brand group. In acquiring a majority control in Grown Alchemist, with its appeal to more health conscious, influential Millennial and Gen Z customers, the Group aims to further broaden its international consumer profile and market reach. The Australian clean beauty brand, whose product range extends to nutricosmetics and body and haircare products, is also synergistic with the Group in its support of sustainable sourcing, respecting natural biodiversity and reducing waste. 

Co-founded in 2008 by Melbourne brothers, Jeremy and Keston Muijs, Grown Alchemist has fast-developed a global following with its focus on futuristic anti-ageing technology and botanical skincare formulas for optimal skin health. Having opened a flagship store in Melbourne in November 2020, Grown Alchemist is gearing for the next phase of its journey with a full-scale omni channel presence to further augment global sales. 

“We are thrilled to support and nurture this ground-breaking, natural cosmeceutical brand, which encapsulates the entrepreneurial spirit of our group. With a unique and inspiring brand story and international fan base, Grown Alchemist is poised for international scalability and rapid growth,” said André Hoffmann, Vice-Chairman & CEO of the L’OCCITANE Group.

“We couldn’t be more excited to embark on the next stage of Grown Alchemist’s journey together with the L’OCCITANE Group, a partner with strong brand building and omni channel expertise that will help us grow our community of health-conscious customers globally,” said Jeremy and Keston Muijs, co-founders of Grown Alchemist.

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Following the acquisition, Grown Alchemist will become a non-wholly owned subsidiary of the Group.