Why newly privatised Grown Alchemist is targeting partnerships to fuel growth

Since exiting L’Occitane Group, Grown Alchemist has focused on partnerships to accelerate growth. The first of many sees the botanical-based skincare business join forces with Equinox clubs and The Pop-Up Hotel at Glastonbury 2024. TheIndustry.beauty spoke to CEO Anna Teal to hear about the brand's partnership strategy moving forward.

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.

The brand was acquired by L'Occitane Group in 2022. But last month, after two years under the L'Occitane Group, Grown Alchemist announced it was being taken private in a bid to accelerate growth. The transaction price was disclosed as £23.9 million (€28 million).

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

At the time, the Australian-born brand said that it was set to focus on large-scale partnerships and activations in lifestyle, music, and retail, "driving the consumer experience" to accelerate international growth in key markets, such as North America and China.

Now, Grown Alchemist, which is headquartered in London, has announced an exclusive partnership with Equinox.

Teal told TheIndustry.beauty: "Grown Alchemist has always been an experiential brand, and partnerships allow us to take the brand experience into consumers' worlds in an authentic, and relevant way, with highly engaged communities."

She explained that this method is a credible way for the brand to engage with its audience and drive its reach.

Anna Teal, CEO at Grown Alchemist

Initially introduced at the prestigious Equinox Hotel New York, Grown Alchemist products received overwhelmingly positive feedback from guests. Starting today, the brand’s "elevated amenities" will be available in all Equinox clubs, including those in the UK.

In addition, the company has also announced its partnership with The Pop-Up Hotel at Glastonbury Festival 2024. From 27-30 June, The Wellness Space by Grown Alchemist will offer on-site health optimisation for guests.

"Different partnerships play different roles", according to Teal.

"Our partnership with The Pop-Up Hotel works because Grown Alchemist is there to enhance the wellness experience for guests. Our Wellness Space offers a cutting-edge spa experience that you wouldn’t usually expect to find at a festival, offering the ideal destination to re-energise or unwind, enhancing your overall experience of the iconic Glastonbury Festival", she added.

The Wellness Space will bring together Grown Alchemist’s inside-out approach to cellular health. As well as offering therapies including hot tubs, saunas, plunge pools, sound baths, aromatherapy and oxygen bars, a selection of face and body treatments featuring Grown Alchemist’s potent biomimetic formulas will also be available.

Treatments include:

• Regenerator facial (60 mins) - £95
• Precise definition facial (30 mins) - £60
• Urban de-stress treatment (60 mins) - £75
• Foot conditioning (30 mins) - £50
• Grown Alchemist Oxygen Bar

The partnerships with Equinox and The Pop-Up Hotel at Glastonbury are just the beginning of Grown Alchemist's plans.

Teal hinted at future partnerships on the horizon. She concluded: "We are in conversation with several potential partners across various aspects of our business, within the spaces of technology, music, fashion, and wellness, as well as spa services partnerships. We see this as a breakthrough year for us and partnerships are a critical pillar to our growth especially in North America, China and the UK."