Grown Alchemist brings ‘skincare driven by biotechnology’ to first UK flagship
Grown Alchemist, the Australian skincare brand, has today announced it is coming to London this November with its first flagship store outside of Melbourne. The Soho store will span two interactive floors, bringing skincare to life with immersive skincare experiences.
Co-founded in 2008 by Jeremy and Keston Muijs, Grown Alchemist has developed a global following with its focus on futuristic anti-ageing technology and botanical skincare formulas. It is a Biological Beauty brand, seeking to transform skin impacted by modern living.
The brand was acquired by L'Occitane Group in 2022, but in April 2024, it announced it was being taken private in a bid to accelerate growth. The transaction price was disclosed as £23.9 million (€28 million).
In July, it set out to expand its UK presence when it launched at Cult Beauty. Now, continuing to expand its presence on British soil, the brand is poised to deliver an immersive skincare experience using its cutting-edge biotech-based skin and body care formulas at its brand-new London flagship.
The 360-degree wellness service encompasses bespoke skincare consultations, exclusive face and body treatments, IV drip therapies, leading skin regeneration technologies and brand partner services.
Anna Teal, Grown Alchemist CEO , said: "Grown Alchemist has crafted this space as more than just a display for the brand’s advanced, skin-smart formulas—it’s a discovery destination for holistic well-being, tailored for the skin-conscious consumer. We're incredibly proud of the forward-thinking partnerships and holistic skin treatments that we will offer. The store is the ultimate expression of our brand, and we are delighted to be able to bring this to the UK."
William Oliver, Retail Leasing Director at Shaftesbury Capital, added: "Grown Alchemist is a brand that represents everything we look for when it comes to introducing UK debuts, similarly to the recently opened PANGAIA flagship, that enhance the Carnaby Street and Soho neighbourhood.
"With a strong online presence, Grown Alchemist is a real challenger brand in its industry, delivering something different and inspiring for customers through creating a new physical retail presence. We constantly seek out new brands which offer a multifaceted retail experience and bringing together a mix of revolutionary, independent brands within our beauty offer is core to our approach."
