Australian skincare brand Grown Alchemist enters China

The Australian skincare brand Grown Alchemist is now making its products available in China through an exclusive partnership with Sephora China.

Founded in 2008 by brothers Jeremy and Keston Muijs, Grown Alchemist specialises in anti-aging skincare based on a “unique synergy between biology and cosmetic chemistry”. The co-founders’ incorporation of ground-breaking skin research has made their products a favourite among celebrities including Gweneth Paltrow and Alexander Wang.

To get Chinese consumers excited about its Sephora China dual offline and online launch, Grown Alchemist took to Weibo (China’s Twitter) to promote its signature three-stage skincare system (Cleanse, Detox, Activate). Grown Alchemist has been gearing up for the launch with an increasing presence on Chinese social media since 2020, when its official account on Twitter equivalent Weibo was created. Since then, it has also expanded into WeChat and Xiaohongshu.

Consumers can also get their hands on Grown Alchemist products for a limited time only at Shanghai’s Yuyuan Road. The pop-up GA Skin Aesthetics Laboratory will have three touchpoints – HEALTH LAB, BEAUTY LAB, and FUNCTION LAB – allowing shoppers to immerse themselves in “lab chic”.  

The brand’s heavily science-infused marketing will be welcome in China, where an emphasis on active ingredients has become key to successful marketing in the beauty industry, especially for newcomer brands. The brand’s combination of clean beauty ethos with unisex packaging could also help it stand out as clean beauty and men’s beauty, whilst still niche, are on the rise in China.

French skincare conglomerate L’Occitane Group acquired a majority stake in the company last year and under their guidance Grown Alchemist is expected to scale up its omni-channel presence in more key markets.

“We are thrilled to support and nurture this ground-breaking, natural cosmeceutical brand, which encapsulates the entrepreneurial spirit of our group” L’Occitane Group Vice-Chairman and CEO André Huaffman said. “With a unique and inspiring brand story and international fan base, Grown Alchemist is poised for international scalability and rapid growth.”


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