L’Occitane is expanding its brand portfolio. After Erborian and Melvita, it is the turn of Grown Alchemist, an Australian brand, to join the French group. The brand was founded in Melbourne in 2008 by brothers Jeremy and Keston Muijs. The objective of this acquisition is to internationalize the brand as much as possible.
To become an entity that touches the world: this is the ambition of L’Occitane. The acquisition of Grown Alchemist aims to seduce a young generation that is aware of clean formulas. The two creators of the brand will continue to lead it and will benefit from L’Occitane’s resources to expand the marketing strategy.
“We are delighted to support and maintain this revolutionary natural cosmetics brand, which embodies the entrepreneurial spirit of our group. With a unique and inspiring story and a worldwide fan base, Grown Alchemist is poised for international expansion and rapid growth,” said André Hoffmann, Vice President and CEO of L’Occitane Group.
For their part, the Muijs brothers explained that they are “excited to begin the next stage of the Grown Alchemist journey with L’Occitane, a partner with strong brand building expertise and multiple distribution channels that will help us grow our community of health-conscious customers.”
