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L’OCCITANE Group acquires Australian holistic beauty brand, Grown Alchemist

Grown Alchemist

The L’OCCITANE Group, a leading international retailer and manufacturer of sustainable beauty and well-being products, is pleased to announce its acquisition of a majority control in Australian cosmeceutical, clean skincare brand, Grown Alchemist. Co-founded in 2008 by Melbourne brothers, Jeremy and Keston Muijs, the brand has fast-developed a global following with its focus on futuristic anti-ageing technology and unique botanical skincare formulas for optimal skin health.

Jeremy and Keston Muijs

Co-founders of Grown Alchemist

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.

As a creator of high-performance, results-driven natural skincare products, led by a dynamic entrepreneurial management team, Grown Alchemist is perfectly aligned with the philosophy of the L’OCCITANE Group. 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. 

In continuing to expand its portfolio to include new and established premium beauty brands, such as Grown Alchemist, 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. 

True to its guiding principles when expanding its brand portfolio, 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 omni channel presence to further augment global sales. 

André Hoffmann

Vice-Chairman & CEO of the L’OCCITANE Group 

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.

Learn more about Grown Alchemist, visit: