L’Occitane Group buys ‘clean’ beauty player Grown Alchemist

By Julia Wray | Published: 24-Mar-2022

The Melbourne-based company is a favourite among Millennials and Gen Zers

L’Occitane Group has acquired Grown Alchemist, the Melbourne, Australia-based ‘clean’ cosmeceutical and skin care brand.

The L’Occitane en Provence owner, which also names brands including Erborian and Elemis among its portfolio, now has a majority share in Grown Alchemist.

Co-founded in 2008 by brothers Jeremy and Keston Mujis, the brand is best-known for its high-performance, natural skin care, but has also expanded to nutricosmetics and hair care.

L’Occitane Group said that a majority share in the Millennial and Gen Z favourite would help broaden the Group’s international consumer profile and market reach.

Commenting on the deal, the Muijs brothers said: “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 omnichannel expertise that will help us grow our community of health-conscious customers globally.”

“We are thrilled to support and nurture this groundbreaking, natural cosmeceutical brand, which encapsulates the entrepreneurial spirit of our group,” added André Hoffmann, Vice-Chairman & CEO of the L’Occitane Group.

“With a unique and 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.

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