Grown Alchemist Arrives in China

Grown Alchemist Arrives in China

THE WHAT? Australia’s Grown Alchemist is bringing its skincare products to China through a partnership with Sephora China. The brand, founded by Jeremy and Keston Muijs in 2008, specialises in anti-ageing skincare products that combine biology and cosmetic chemistry. These products have gained a global following, including celebrities like Gwyneth Paltrow and Alexander Wang.

THE DETAILS? In preparation for its launch in China, Grown Alchemist has used Weibo, China’s equivalent of Twitter, to promote its three-stage skincare system, which includes Cleanse, Detox, and Activate. The brand has been actively engaged with Chinese consumers since its official Weibo account was created in 2020, later expanding to WeChat and Xiaohongshu. As part of the product’s introduction, Grown Alchemist is also setting up a temporary GA Skin Aesthetics Laboratory on Shanghai’s Yuyuan Road with three interactive sections for visitors.

THE WHY?Grown Alchemist’s entry into the Chinese market follows a trend of increased interest in active ingredients in beauty products in China. The brand’s focus on clean beauty products and its unisex packaging might find a unique place in China’s growing market for clean beauty and men’s beauty. L’Occitane Group, having acquired a majority stake in the brand last year, supports this expansion, which could lead to more market presence for Grown Alchemist.