When Melbourne brothers Keston and Jeremy Muijs founded Grown Alchemist in 2008, they had a revolutionary vision: to create skincare that works in harmony with your skin’s natural biology. After years of working as consultants in product and brand development, the brothers witnessed clinical results demonstrating improved cellular function when exposed to natural ingredients. This realisation gave birth to what would become one of Australia’s most celebrated clean beauty brands.
The Science Behind the Name
The brand’s distinctive name perfectly encapsulates its dual philosophy. “Grown” represents the plant-based origins of their ingredients, whilst “Alchemist” reflects the scientific innovation used to unlock these botanical ingredients’ full potential. Co-founder Jeremy Muijs explains that, unlike other brands that manufacture ingredients, Grown Alchemist grows them, then uses cutting-edge biotechnology to enhance their efficacy.
The brand operates on a simple equation: healthy equals cellular function equals beauty. Rather than focusing solely on surface-level concerns, Grown Alchemist’s approach emphasises detoxification and cellular activation, spending the majority of their time and energy enhancing the skin’s capability through function-restoring processes.
A Journey of Growth and Independence
Grown Alchemist’s journey has been one of strategic evolution. After establishing itself as a boutique Australian label with a cult following, L’Occitane Group acquired a majority stake in March 2022. However, in a significant move in April 2024, the brand returned to private ownership when Andre Hoffmann, former vice chairman and CEO of L’Occitane International, acquired a controlling majority stake for 28 million euros. Current CEO Anna Teal became a minority shareholder, and the brand is now headquartered in London whilst maintaining its Australian roots and manufacturing.
Best-Selling Products
Grown Alchemist’s product range has earned a devoted following worldwide, with several standout products consistently topping best-seller lists.
Hand Care Heroes
The Invigorate Hand Wash with sweet orange, cedarwood and sage has achieved iconic status, featuring in five-star hotels worldwide and becoming the brand’s signature scent. Paired with their Restorative Hand Cream, which uses non-greasy formulations to naturally soothe and soften dry hands, these products have become bathroom staples.
Facial Favourites
The Gentle Gel Facial Cleanser combines chamomile, bergamot and willow bark to lift impurities without stripping the skin. Formulated with cold-pressed rose petals, aloe vera and chamomile, it’s gentle enough for sensitive skin whilst effectively cleansing.
The Skin Renewal Day Cream has earned praise for its ability to improve the appearance of oxidative and UV damage, powered by a blend of niacinamide, glycerin, echinacea and green tea extracts.
Anti-Ageing Essentials
The Age-Repair Serum uses potent antioxidants and peptides to target deepened nasolabial folds, forehead creases and crow’s feet, encouraging collagen production for firmer skin.
The Regenerating Night Cream works whilst you sleep to restore skin elasticity, reduce fine lines and wrinkles, and boost hydration with plant-based peptides and botanical extracts.
Body and Beyond
The Polishing Facial Exfoliant offers ultra-gentle exfoliation suitable for daily use, absorbing oils to rebalance skin whilst polylactic acid dissolves dead skin cells.
The brand’s lip care has also gained celebrity attention, with Gwyneth Paltrow famously favouring the vitamin-rich Watermelon and Vanilla Lip Balm.
Where to Buy in Australia
Grown Alchemist is widely available across Australia through multiple channels:
Online Retailers:
- THE ICONIC (free and fast delivery)
- Adore Beauty (authorised stockist)
- Nourished Life
- Natural Supply Co (free Australian shipping over $120)
- Active Skin (Afterpay available, same day dispatch)
- Grown Alchemist official website
Physical Retail:
- Selected Lotte Duty Free stores
- Premium beauty retailers nationally
International:
- Sephora
- Credo Beauty
- Nordstrom (US)
- Five-star hotels and spas worldwide
Frequently Asked Questions
Who owns Grown Alchemist?
Grown Alchemist is currently privately owned by Andre Hoffmann, former vice chairman and CEO of L’Occitane International, who holds a controlling majority stake. CEO Anna Teal is a minority shareholder. The brand was founded by Melbourne brothers Keston and Jeremy Muijs in 2008.
Is Grown Alchemist cruelty-free?
Yes, Grown Alchemist is certified cruelty-free by PETA’s Beauty Without Bunnies Program. The brand does not test on animals during product development or production, nor do they allow any third parties to do so with their products. They are Australian Certified Toxic-Free and do not test on animals anywhere in the world.
Is Grown Alchemist Australian-owned?
Grown Alchemist was founded in Melbourne, Australia, by brothers Keston and Jeremy Muijs in 2008. Whilst the brand is now owned by Andre Hoffmann (former L’Occitane CEO) and headquartered in London, it maintains strong Australian connections and its products are manufactured in Australia.
Is Grown Alchemist made in Australia?
Yes, all Grown Alchemist products are manufactured in Australia. The brand sources ingredients locally whenever possible and maintains Australian manufacturing standards. Products are made in Australia using 100% recyclable, sustainable PEFC-certified packaging.
Is Grown Alchemist organic?
Grown Alchemist products are certified organic by ACO (Australian Certified Organic), which guarantees their products don’t contain toxins or carcinogenic substances such as SLS, petroleum derivatives, parabens, artificial fragrances, artificial colourings or glycols. The brand is committed to more than 94% natural ingredients, focused on advanced biotechnology and biomimetic ingredients.
Is Grown Alchemist vegan?
Most Grown Alchemist products are vegan, but not the entire range. The brand states that the majority of their range is vegan except for their lip balm products, which contain beeswax. The brand has a dedicated vegan-friendly collection on its website to make shopping easier for those seeking plant-based options.
What makes Grown Alchemist different from other natural skincare brands?
Grown Alchemist distinguishes itself through its focus on cellular function rather than just surface-level results. The brand’s three-phase skincare protocol of “Cleanse. Detox. Activate” ensures the skin’s biological repair and protection processes are supported. Unlike other brands, they spend the majority of their time enhancing skin capability through detoxification, a function-restoring process focused on what they add back to the skin as much as the toxic ingredients they leave out.
Are Grown Alchemist products suitable for sensitive skin?
Yes, Grown Alchemist products are designed to work with all skin types. The formulas are pH-balanced and hypoallergenic, making them suitable for even the most sensitive skin. The brand uses natural, biocompatible ingredients that the body is more likely to recognise and absorb effectively.
What certifications does Grown Alchemist have?
Grown Alchemist holds multiple certifications, including Australian Certified Organic (ACO), Australian Certified Toxic-Free, Australian Certified Non-Toxic, 100% Made Safe, Australian Allergy Certified, Cruelty-Free, and PETA certification. They’ve also earned the Positive Luxury Butterfly Mark, highlighting them as a luxury brand that goes above and beyond for the planet.
Where can I find Grown Alchemist in hotels?
Grown Alchemist is the official amenities partner of Equinox Clubs worldwide and Delta Airlines (Delta One). The brand can be found in five-star hotels worldwide, including Equinox, Nobu and Four Seasons properties. They’ve also established exclusive hotel collection partnerships in Australia and New Zealand through Vanity Group.
The Future of Grown Alchemist
Under its new private ownership structure, Grown Alchemist is focusing on large-scale partnerships and activations in lifestyle, music and retail, with particular emphasis on growth in North America and China. The brand continues to push boundaries in clean beauty, offering products that bridge the gap between nature and science, proving that effective skincare doesn’t require compromise on ethics or efficacy.
For Australian beauty enthusiasts seeking locally made, scientifically backed clean beauty products, Grown Alchemist represents the perfect marriage of botanical wisdom and biotechnology innovation. With its commitment to cellular health, sustainable practices and proven results, this Melbourne-born brand continues to set the standard for biological beauty worldwide.
