Grown Alchemist announces new plans and partnerships

It’s been an busy year for Grown Alchemist. In January, the iconic Gleneagles Hotel announced a residency by the Australian skincare brand, introducing its facials to Scotland for the first time.

In April, the L’Occitane Group sold the brand to the former CEO of L’Occitane International SA, Andre Hoffman, who acquired a controlling majority stake.

In May, Grown Alchemist announced a new partnership with global fitness brand Equinox and, in June, Helen Cain joined the brand as global head of spa.

Now global CEO Anna Teal talks exclusively to European Spa about what the next 12 months has in store.

“Grown Alchemist has been on an exciting growth journey and there are a number of new collaborations to announce,” says Teal. “Since we revealed our partnership with Equinox we have secured numerous new global associations in the last six months.

“In 2025, we are expanding our Reviv vitamin infusion partnership programme. As well as a new product line, which extends beyond skin health to other areas, we will be expanding our reach with Reviv in spas internationally.

“Spa and treatments are core and central to what we stand for, so we have also been working with existing spa partners to optimise skin health in a holistic, experiential way.”

Mini treatments at Hoar Cross Hall

For Hoar Cross Hall in Staffordshire, part of the Barons Eden collection, Grown Alchemist has created new adapted express treatments.

These new mini rituals can be performed on the spa’s new garden terrace and in locations other than treatment rooms across the property. The adapted express treatments range from 15 to 30 minutes and include reflexology, leg and foot massages and mini eye lifts.

“These express treatment options open up more opportunities for Hoar Cross Hall’s guests to relax and learn about skin health,” says Teal.

“They also take the treatment experience out of an enclosed room into the elements, something we’re keen to expand upon with other spa partners. It’s more social and a completely different way to enjoy the spa.”

Global expansion plans

In New York, Grown Alchemist will soon be offering mini treatments similar to those at Hoar Cross Hall in JFK Delta One Lounges at JFK Airport.

There is also an amenities collaboration with JAB Gym in London, and a global partnership with the Mondrian Hotel Group in the pipeline. “This will be rolling out over the next few months,” says Teal. “Mondrian Hotels will be bringing our amenities via partnership with La Bottega into all their guest rooms throughout the coming year.”

“In Australia, we have signed new agreement with Vanity Group to be local partner within hotel and hospitality community.

“We will also be retailing our facial cleanser and toner in grooming bar station at The Well in New York.”

AI-powered skincare

“Embracing tech is a growing part of our focus, and so we’ll be upgrading our AI-powered skincare consultation platform this October, in partnership with Revieve,” says Teal.

Revieve allows consumers to get a completely personalised prescription via the Grown Alchemist website. After sharing details such as location, skin type and skin needs, the AI platform considers the UV and pollution index, then recommends a bespoke skincare regime. The brand is looking to expand this technology into retail counters, stores and spas.

“As a brand, we remain focused on North American expansion, with larger scale international brands and high-end spa groups,” says Teal.

“We are also in the developmental stages of regional partnerships across Europe and a number of stand alone Grown Alchemist stores will launch globally in the coming year.”

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