The acquisition of luxury brands more or less reflects market trends and also affects the future development of both buyers and sellers. Look at when LVMH acquired Tiffany & Co., the century-old luxury jewelry brand collaborated with celebrities and even ventured into NFT art. After the restructuring, the distribution of resources and market strategies have ushered in positive new developments. The same principle can also be applied to the beauty market. In recent years, the French natural skincare brand L’Occitane has expanded again, targeting niche brands popular among the younger generation. Following the British brand Elemis, they have recently acquired the Australian brand Grown Alchemist. What unique appeal does Grown Alchemist have to attract the attention of the French leading brand? What new developments can we expect in the future?
With the rise of Green Beauty and Clean Beauty, L’Occitane Group’s sales have been quite ideal in recent years. Seeing the strong development potential, they are of course even more ambitious in the natural skincare market. After acquiring the high-end natural skincare brand Elemis in the UK last year, this year they are targeting the younger generation market by bringing the niche brand Grown Alchemist, which is deeply loved by young women, under their umbrella to expand their Green Beauty territory.
Grown Alchemist was founded by brothers Keston Muijs and Jeremy Muijs in Melbourne in 1999, specializing in medical-based natural organic skincare and body care products. In addition to basic care, it promotes the concept of detoxification and revitalization of the skin.
The product uses food-grade mild natural ingredients, combined with scientific research, a simple and pure combination of direct efficiency, deeply attracting young consumers who no longer want to be influenced by the traditional skincare market’s celebrity advertising effects.
In addition to being organic and natural, Grown Alchemist’s sustainable development concept is also recognized by Generation Z, rejecting the use of harmful ingredients to humans, animals, and the environment, which coincides with L’Occitane’s environmental sustainability concept. It must be said that packaging design is also one of the key factors in Grown Alchemist’s popularity. All products of the brand consistently use simple brown or white bottles, with product ingredients and effects clearly listed on the surface of the bottle, allowing consumers to clearly understand the product without worrying about challenging ingredients.
With the strong support of L’Occitane, will Grown Alchemist’s development soar and gain broader popularity beyond the niche market? Stay tuned if you are a fan of Grown Alchemist!
