TheIndustry.fashion & TheIndustry.beauty Podcast · TheIndustry.fashion

Jeremy Muijs, Co-founder, Grown Alchemist

·32 min·2 clips

Jeremy Muijs reveals how a ski trip and whiskey led him to abandon London and co-found Grown Alchemist.

Jeremy Muijs, co-founder of the skincare brand Grown Alchemist, speaks with host Tom Shearsmith about his entrepreneurial journey and brand philosophy. Muijs details how a pivotal conversation with his brother, Keston, during a ski trip led them to leave their careers and start a business together. The initial concept focused on wellness and the connection between cellular health, longevity, and topical skincare products. Early investors rejected their proposal, calling it the "bleeding edge" of the market, which prompted the brothers to launch independently in 2008 with 15 products. Grown Alchemist has since expanded to about 90 products sold in roughly 45 countries, emphasizing formulations that support the body's natural renewal processes. The brand's approach to sustainability is framed as integral to product efficacy, linked to soil health and ingredient sourcing. Muijs references the documentary "Kiss the Ground" to illustrate the connection between agricultural practices and human health. For certification, Grown Alchemist works with Positive Luxury and is pursuing B Corp status. The UK market is noted for its advanced e-commerce adoption, with nearly 60% of beauty sales online pre-COVID, though Muijs values physical retail for customer education. The brand is stocked in retailers like Harrods, John Lewis, and Selfridges. The 2022 acquisition by the L'Occitane Group is described as a strategic partnership that accelerates global growth while preserving the brand's founding culture. Muijs explains L'Occitane provides operational expertise, such as site selection and lease negotiation, which he estimates saves decades of development time. Current ambitions focus on deepening market presence in existing regions rather than rapid expansion, aiming to build stronger partnerships with retailers. The episode maintains a conversational and reflective tone, blending personal anecdote with business strategy. Listeners interested in founder stories, brand building in the beauty sector, or the dynamics of acquisition will find this episode engaging. Those seeking highly technical scientific breakdowns or critical industry debate might find it less focused.

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