Retail in Asia

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L’Occitane Group’s Grown Alchemist enters Asia Pacific travel retail

Founded in Australia in 2008, clean beauty brand Grown Alchemist has found its niche among millennial and Gen Z shoppers in recent years. L’Occitane Group looks to capitalise on its multi-brand strategy with the global travel retail debut of Grown Alchemist at Sydney Airport’s Terminal 1, in collaboration with Heinemann Australia.

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Estelle de Bure, managing director of global travel retail, L’Occitane Group, said: “The opening is a milestone for Grown Alchemist and L’Occitane Group, as we seek to introduce our chic, edgy, and clean beauty brand to a new generation of travelling consumers. Offering a unique mix of breakthrough science, sustainable values, and an urban edge, the minimalist boutique in Sydney is set to drive awareness and trial among travellers – with a strategic focus on Gen Z.”

Rooted in Australia’s sustainability mindset, Grown Alchemist draws from over 20 years of product development and formulation research. The result is a multi-category brand that offers a holistic approach to skincare, backed by science.

With plans to become B Corp-certified by 2024 and offset its carbon footprint within the supply chain, Grown Alchemist continues to introduce refill pouches made from 100 percent recycled materials.

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Distinguished by its minimalist packaging, the Grown Alchemist range of upmarket skin, body, hand, and haircare products are set to be displayed in a retail area featuring glass and stainless steel details and a distressed concrete wall, delivering the brand’s signature aesthetic of “laboratory-chic” and urban street culture.