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L’Occitane Group acquires Grown Alchemist to accelerate growth plans

Sophie Smith
24 March 2022

The L’Occitane Group has acquired Australian clean skincare brand Grown Alchemist, aiming to help broaden its international consumer profile and market reach.

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.

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, multibrand group.

The acquisition grew from a common focus from both businesses on sustainable sourcing, respecting natural biodiversity and reducing waste.

André Hoffmann, Vice-Chairman and CEO of the L’Occitane Group, said: "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."

Jeremy and Keston Muijs, Co-founders of Grown Alchemist, 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 omni channel expertise that will help us grow our community of health-conscious customers globally."

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