The move will see the brand gain a presence in Singapore, Malaysia, Thailand and the Philippines starting in September.
“We are very excited about the launch because SEA customers are very savvy in terms of how they choose their skin care. There is constant exposure to social media and that is where they learn about the ingredients. That makes us want to make sure we have the most cutting-edge products.”said Jo Ruo, head of marketing for Grown Alchemist.
This is in line with the company’s goal of expanding its international presence. In July it debuted on the Chinese market.
“That has gone very well so far. We have full distribution in China and have launched in 324 Sephora doors in China.”Ruo told him CosmeticsDesign-Asia.
Given its importance as a leading skin care market, Asia represented the biggest opportunity for the company, Ruo said.
Grown Alchemist will launch with a limited collection of 21 products. Ruo said that the lineup was specially selected for the SEA market.
“The selection process was tailored to the SEA consumer in terms of texture, smell and function. We also choose best sellers because it’s important to showcase the best of Grown Alchemist.”
He added that the company will evaluate its selection and expand the collection if it deems it necessary.
Ripe for harvest
He added that the company felt the time was right to expand into the region as the brand was aligned with current skincare market trends.
“Asian consumers are now looking for simplified products because their routines and how they perceive and use skincare have changed post-COVID. More people are aware of what they wear. We’re not just a natural brand, we’re a functional skincare brand, that’s why we’re popular in Asia because that’s what they’re looking for.
Simplified skincare routines are one of the key themes identified by Sephora SEA. Dubbed skin streaming, the beauty specialist hopes beauty consumers will forgo lengthy routines in favor of concentrating. “only in what the skin really needs”.
Ruo explained that Grown Alchemist advocates a three-step system to create an optimized environment to nurture healthy skin.
“The three steps are clean, renew and activate. It is about how we activate the skin function so that it reaches the optimal level. We believe that if your skin cells are not healthy due to damage and pollution, what you put on your skin will not work as well. This concept is well understood by the Asian consumer because it prioritizes health”.
Grown Alchemist was founded in 2008 by brothers Jeremy and Keston Muijs. In 2022, the L’Occitane Group acquired a majority stakeat the Melbourne-based brand as it looked to expand into the clean beauty market.
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