Grown Alchemist has debuted its first store and treatment space outside Australia, located in London's vibrant Soho district.

The move marks a significant milestone for the plant-based Australian-founded skincare brand, known for its biotech-driven skin and body care solutions.

The modern, two-level space is designed to immerse visitors in the brand's ethos of advanced, science-backed beauty. The ground floor serves as a discovery area where customers can explore the brand’s innovative product offerings, while the lower level houses a treatment room.

Reflecting a minimalist aesthetic, the store’s design combines industrial elements such as concrete, aluminium and mirrored glass with softer touches like textured clay and creamy travertine.

The multi-sensory experience is further elevated by a bespoke fragrance, lush plant installations that purify the air and curated outcome-focused audio content by Myndstream, all aimed at creating a serene and uplifting environment.

Treatment offering

Visitors are greeted with personalised skincare consultations powered by Revieve’s interactive photographic diagnostic tools. These consultations provide tailored product recommendations, ensuring each customer receives solutions customised to their needs.

At the heart of the store's offerings is a menu of five high-tech facials, all incorporating the ZIIP device, which employs nano and microcurrents to tone and sculpt the skin for lasting results.

The treatments also leverage advanced techniques such as facial cupping and cryotherapy, and are all performed on a Gharieni Welnamis binaural treatment bed. The treatment couch integrates chromotherapy, vibrational and acoustic technologies to promote deep relaxation and enhance the overall treatment experience.

For those seeking a touchless wellness treatment, Grown Alchemist is offering 30- and 60-minute sessions exclusively on the Welnamis bed.

Additional treatment enhancements include biotin injections, bespoke IV therapy blends, buccal (inner mouth) massage, facial steaming, and crystal eye masks. To broaden its appeal, the store also features luxury shaving experiences, including a service by award-winning barber Anthony Mayes.

Expanding its innovative approach, Grown Alchemist has introduced the ‘Alchemists in Residence’ series, and will invite collaborators to bring fresh perspectives to the brand in 2025.

Helen Cain, Grown Alchemist’s global head of spa, described the flagship store as a blueprint for future locations planned for Hong Kong and New York City. "This urban outpost is a significant step in our global growth journey," she said.

The brand was privately acquired for €28 million in April 2024 from L’Occitane by L'Occitane international former vice-chair and former CEO and existing board member, Andre Hoffmann.

Hoffman acquired a controlling majority stake, while Grown Alchemist CEO, Anna Teal, was named a minority shareholder.

With the added business agility brought by the acquisition, Grown Alchemist is now focusing on large-scale partnerships and activations in lifestyle, music and retail, driving the consumer experience to accelerate international growth in key markets, such as North America and China.

Teal added: “Our Beak Street store offers a unique, first-to-market experience, bringing the best of biotechnological innovation to both retail and treatments. We’ve considered every detail of the store’s design and experience.

“This space is the ultimate expression of our brand, and we’re thrilled to bring it to London.”