International retailer and manufacturer of sustainable beauty and wellbeing products L’Occitane Group has acquired majority control in Australian skincare brand Grown Alchemist.
Co-founded in 2008 by Melbourne brothers, Jeremy and Keston Muijs, Grown Alchemist focuses on anti-ageing and botanical skincare formulas. Its range includes nutricosmetic, body and haircare products.
L’Occitane says the Australian beauty brand is wholeheartedly in support of its dedication to sustainable sourcing, respecting natural biodiversity and reducing waste.
André Hoffmann, vice-chair and CEO of the L’Occitane Group, said, “We’re thrilled to support and nurture this ground-breaking cosmeceutical brand, which encapsulates the entrepreneurial spirit of our group.
“With an inspiring brand story and international fan base, Grown Alchemist is poised for international scalability and rapid growth.”
Following the acquisition, Grown Alchemist will become a non-wholly owned subsidiary of the Group.
In continuing to expand its portfolio with new beauty brands, L’Occitane aims to accelerate its growth path to becoming a truly 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 Group will support and share its expertise with Grown Alchemist while offering the co-founders the autonomy to lead and drive the business and to retain a share in the company.
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 omnichannel presence to further augment global sales.
About the L’Occitane Group
The L’Occitane Group operates in 90 countries worldwide and has 3,000 retail outlets including 1,500 of its own stores.
Its portfolio of beauty brands that champion organic and natural ingredients includes:
• Elemis.
• Erborian.
• Grown Alchemist
• LimeLife by Alcone.
• L’Occitane au Brésil.
• L’Occitane en Provence.
• Melvita.
• Sol de Janeiro.
Venture studio Obratori and beauty tech start-up Duolab are also part of the Group.
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