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

By Julia Wray 24-Mar-2022

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

<i>Grown Alchemist was founded in 2008 by Jeremy and Keston Mujis</i>

Grown Alchemist was founded in 2008 by Jeremy and Keston Mujis

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.”

Sign up for your free email newsletter

Following the acquisition, Grown Alchemist will become a non-wholly owned subsidiary of the Group.