GROWN ALCHEMIST is an Australian brand created by brothers Keston and Jeremy Muijs, whose ultimate aspiration was to formulate a collection of natural and effective products, without chemicals, combining botanical elements with the latest advances in Cosmetology. The organic origin of its ingredients is guaranteed by the ACO (Australian Certified Organic) seal, which guarantees that the brand’s products do not contain any type of toxins or carcinogenic substances such as SLS (Sodium Lauryl Sulfate), petroleum derivatives, parabens, artificial fragrances, artificial colourings or glycols.
Could you begin with a little bit of the brand back-story? How Grown Alchemist came to be, and what differentiates it?
After working for many years as consultants in product and brand development, Keston and I decided to move towards the natural side of the skincare market. We began testing the performance of natural ingredients in our clinical trials and realized there was a dramatic improvement in the cellular function of skin as a result. This realization sparked the start of Grown Alchemist and continues to inspire us today.
After that creating the name and concept for our brand went hand in hand. We named the company Grown Alchemist because we believe it best encapsulates the two principles behind our brand message best. 1. We fundamentally believe that natural ingredients work better with the body, in fact, research shows that natural ingredients are far better accepted and utilized by the body than the natural ‘equivalents’. At Grown Alchemist we don’t manufacture ingredients. We grow them. 2. The way we use these naturally occurring ingredients unveiling their full potential through our understanding of the biology and delivery systems. This is modern alchemy, the ability to combine these ingredients together in a profound, meaningful way to create a complex formula with amazing outcomes for skin health.
What is Grown Alchemist Ethos in a nutshell?
Our biggest point of difference from other brands in the market is anchored by one key focus: restoring skin function. Consumers have been conditioned into thinking that amazing skin is all about a magical ingredient. Of course as a beauty brand we do believe in the power of science and active ingredients to visibly transform skin. But that’s where the similarities between ourselves and other brands (organic or otherwise) end. We believe that without a healthy, capable skin cell nothing really happens to skin, it’s just a waste of powerful ingredients.
Unlike other brands, we spend the majority of our time and energy enhancing the capability of the skin through detoxification; a function-restoring process that is as much about what we add back to the skin as what toxic ingredients we leave out. Once we restore skin function we then focus enhancing skin through the process of activation, using amazing ingredients with the power to visibly transform. No other brand focuses on cellular function in this way and it’s a point of difference that guarantees real results for our consumers.
Why is detox as part of the beauty routine so important? What are your ‘top tips’ for those of us who want to protect our complexions from pollutants?
At Grown Alchemist, we have created a customized three-phase skincare protocol of ‘Cleanse. Detox. Activate’ to ensure that our skin’s biological repair and protection process are supported and amplified for radiant, real results. We begin with ‘Cleanse’, an obvious yet often overlooked element of any daily skincare regime. Properly removing make-up, impurities and surface debris will result in improved skin function and in turn, improved results which is why this first phase is so crucial. Despite at advice to the contrary, we recommend cleansing your skin in the morning and double cleansing in the evening. At night when the skin is regenerating, it releases its waste and toxins which then accumulate on your face, often leaving behind an oily residue. A single cleanse upon waking, will leave skin refreshed and ready to treat with your daily skincare system. In the evening we recommend double-cleansing to allow the proper penetration of actives in your nightly skincare regime. Following cleansing, it is critical to nurture the process of dermal detoxification. The ‘Detox’ phase fights the release of damaging free-radicals, in turn improving the oxidative state of the skin, restoring cellular function and health resulting in a complexion primped for active topicals. Finally, we are left with the final phase of our protocol, ‘Activate’. The method of activating is much more than basic hydration. It is a process of layering serums and moisturizers to address a myriad of skin concerns with ingredients that are biologically recognized and therefore are able to be fully utilized by the skin for superior results.
Do you have a favourite products and why? What makes them different?
We have so many essential products to experience and enjoy in our range but it’s only natural to have a favourite. When it comes to skincare, detoxification is a crucial process. Our Detox Serum Antioxidant +3 protects the skin from the complete force of not only oxygen – generated free radicals; but also, those created carbons and nitrogen. In only two weeks of twice daily usage, the skin is deeply detoxified, glowing and hydrated. Another favourite of mine during the cooler months is our Age-Repair Treatment Cream, an ultra-rich formula with Phyto-Peptides to visibly rejuvenate skin and is ideal for cool climates. I recommend for those with critically dry skin to use this formulation as a leave-on masque twice a week.
What are you favourite ingredients? Do you source your ingredients locally?
Wherever possible we source locally, however a lot of our sophisticated actives sources internationally. We’re a natural brand but we are focused on delivering formulas capable of transforming skin, so we use the latest scientifically- innovative and researched natural ingredients. Many are surprised to see powerful anti-aging ingredients like peptides in our products. We use natural, cell-communicating peptides like Neuro-peptides and Tetra-peptides which deliver amazing, visible results.
What steps are you taking towards Sustainability?
At Grown Alchemist our mission is to provide a clean beauty, skincare alternative through our business practices. We believe in partnering with others who share these values and who conduct business ethically. For this reason, we are Australian Certified Toxic Free®, Australian Certified Non-Toxic™100% Made Safe ®, Australian Allergy Certified®, Certified Organic, Cruelty-Free, Not Tested On Animals. Our skincare packaging is BPA Free instead opting for PET bottles that are globally recognized as a safe, recyclable packaging material. We are also grey-water conscious, omitting ingredients that are environmentally problematic such as Parabens, Benzoyl Peroxide, PEGs, Petroleum Derivatives, Mineral Oils, Propylene Glycol, Sodium Lauryl Sulfate, Artificial Dyes & Fragrances, Talc, Nano-Particles and Harsh Additives.
What do you feel most grateful for?
The opportunity to daily be involved in work I love. Most of the time it doesn’t feel like work!