Fragrance house

Grown Alchemist

Founded in Melbourne in 2008 by brothers Jeremy and Keston Muijs, Grown Alchemist emerged from the founders’ backgrounds in marketing and product development and their interest in wellness. Six years of research and development preceded its initial 10-product range. The brand combines plant-derived ingredients, biotechnology and clinically driven formulation with a holistic view of skin health shaped by modern urban living. By March 2022, it had expanded beyond facial skincare into nutricosmetics, bodycare and haircare while retaining its plant-and-science orientation. On 1 April 2022, L’OCCITANE Group acquired majority control, while the founders retained shares and autonomy to lead the business. A 2024 ownership change was associated with greater strategic flexibility outside a listed group and an emphasis on lifestyle, music and other cultural partnerships. On 18 June 2026, Grown Alchemist announced a global partnership with Tomorrowland spanning co-created products, wellness experiences and cultural content.