Grown Alchemist opens debut UK flagship in London's Soho

Grown Alchemist is opening a new store in London's Soho tomorrow, 15 November, marking its first flagship outside of Australia and an exciting chapter in its global growth.

Located at 35 Beak Street, the new flagship store promises to deliver a luxe skincare experience centred around advanced biotech-based skin and body care formulas.

It features the brand's full product line-up, as well as bespoke skincare consultations and exclusive treatments.

The design

Featuring a biological plant installation in the window, once inside, muted yet crisp lighting and brushed concrete flooring attempt to evoke a feeling of scientific elegance.

The air is purified by NASA Clean Air Approved plants, removing toxins and pollutants from the city outside, improving skin health to create an urban retreat.

The soundtrack of carefully curated EDM creates an uplifting atmosphere, aligned to the brand’s "elevated" and "modern" aesthetic. Meanwhile, a bespoke fragrance - exclusively crafted for the flagship store - fills the space, enhancing the sensory experience for every visitor.

At the heart of the store is a central discovery space for product exploration, supported by an interactive skin diagnostic that offers personalised recommendations, powered by beauty tech platform Revieve.

The services

The lower level allows customers to try the best of Grown Alchemist's services, from its signature Regenerator Facial to the use of "cutting-edge" tools such as ZIIP, a device that uses both nano and microcurrents to tone and sculpt.

As part of this, each treatment will take place on a specialist binaural wellness bed that utilises vibrational and acoustic technologies to train the brain to relax. Both inner and outer treatments are also on the menu, including biotin injections and two bespoke IV therapy blends with REVIV.

In addition to its partnership with REVIV, the Australian brand will also offer other experiences through a new 'Alchemists in Residence' series. Barbering Specialist Anthony Mayes will be the inaugural Alchemist in Residence, offering a curated edit of his treatments, available to book from November onwards. Further residencies will be announced throughout 2025.

Anna Teal, Chief Executive Officer at Grown Alchemist, said: "Our Beak Street store offers a unique, first-to-market experience, bringing the best of biotechnological innovation to both retail and treatments.

"We have considered every detail of the store experience, including air filtration planting, a UV and pollution diagnostic tool and a holistic skin product offering. It is the ultimate expression of our brand, and we are delighted to bring this to London."

Co-founded by Jeremy and Keston Muijs in 2008, Grown Alchemist has developed a global following with its focus on futuristic anti-ageing technology and botanical skincare formulas.

The brand was acquired by L'Occitane Group in 2022, but was taken private earlier this year in a bid to accelerate growth.

Andre Hoffmann, the Vice-Chairman and former CEO of L'Occitane International SA, acquired a controlling majority stake, while Anna Teal, was named as a minority shareholder.