L’Occitane Acquires Australian-Based Skincare Brand Grown Alchemist

L’Occitane Acquires Australian-Based Skincare Brand Grown Alchemist

Featured Image Courtesy of the L’OCCITANE GROUP

French luxury retailer L’Occitane has acquired Grown Alchemist, an Australian-based clean skincare brand, as it looks to expand its market. 

L’Occitane, after it’s US division filing for bankruptcy in January 2021, is  looking to appeal to a different age group — “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,” the brand stated in a press release

The global clean beauty market is expected to grow at a significantly rapid rate and is expected to reach $1.6 billion USD by 2027. The market research that provides this evidence defines clean beauty as products that are safe, non-toxic, and are cruelty-free, eco-friendly, and sustainably sourced — all which are transparent on the labeling of the products. 


This is the description of clean products that Grown Alchemist fits. Jeremy and Keston Muijs, co-founders of Grown Alchemist, are excited about the future — 

“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.” 

Vice-Chairman and CEO of the L’OCCITANE Group André Hoffman feels similarly — ”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.” 

As of now, the terms of the deal have yet to be disclosed.

Post a Comment