Grown Alchemist was originally founded in 2008 by Melbourne-based siblings Jeremy and Keston Muijis, who created innovative anti-aging technology and unique botanical skincare formulas for optimal skin health.
“With a unique and inspiring brand story and international fan base, Grown Alchemist is poised for international scalability and rapid growth,” said Andre Hoffmann, vice chairman & CEO of L’Occitane Group, in a statement.
The acquisition is part of an effort to expand L’Occitane’s health-conscious beauty portfolio while also targeting and attracting a younger audience, mainly millennial and Gen Z customers. Just last November, L’Occitane’s acquired a roughly 83% stake in body care brand, Sol de Janeiro, which is known for its Brazilian Bum Bum cream. The product has become popular amongst both millennials to Gen Z consumers.
“We are delighted to be further expanding our brand portfolio and accelerating our transformation into a multi-brand and geographically balanced group. With a compelling brand story and an experienced and entrepreneurial management team, Sol de Janeiro reflects our values and premium beauty image,” said Hoffmann upon the completion of the acquisition.