Shaftesbury Capital has announced that internationally celebrated Australian beauty retailer, Grown Alchemist, will make its UK debut this November, opening a new store at 35 Beak Street in the heart of Soho.
This marks the brand’s first location outside of Melbourne, taking a two-floor, 600 sq ft space near the southern entrance to Carnaby Street.
A New Kind of Beauty and Wellness Experience
Grown Alchemist, known for its biotechnology-based approach to skincare, combines beauty and wellness with a focus on skin health as an extension of overall well-being. The brand’s new store will go beyond traditional beauty offerings, providing a full spectrum of wellness services, including bespoke skincare consultations, exclusive face and body treatments, IV drip therapies, and advanced skin regeneration technologies. The store will also offer services from brand partners, positioning itself as a 360-degree wellness destination.
Soho: A Hub for Beauty Challenger Brands
Soho continues to attract challenger brands in the beauty and skincare sector, with Grown Alchemist joining the ranks of MALIN+GOETZ, Aesop, Skin Laundry, and Sculpted by Aimee, which launched in the UK late last year. This addition further solidifies Soho’s reputation as a destination for innovative and revolutionary beauty experiences.
William Oliver, Retail Leasing Director at Shaftesbury Capital, highlighted the significance of the Grown Alchemist launch, stating: “Grown Alchemist is a brand that represents everything we look for when it comes to introducing UK debuts, similarly to the recently opened PANGAIA flagship, that enhance the Carnaby Street and Soho neighbourhood. With a strong online presence, Grown Alchemist is a real challenger brand in its industry, delivering something different and inspiring for customers through creating a new physical retail presence. We constantly seek out new brands which offer a multifaceted retail experience and bringing together a mix of revolutionary, independent brands within our beauty offer is core to our approach.”
Expanding Grown Alchemist’s Global Presence
Anna Teal, CEO of Grown Alchemist, shared the brand’s vision for growth, saying: “The UK debut of Grown Alchemist is the beginning of an ambitious bricks-and-mortar expansion plan, and this location will be fundamental in helping us grow and build our presence in a new market. Our global team of cosmetic chemists have worked hard to be at the forefront of innovation and progress made across medicine, nutrition, pharmacology, dermatology, genetics and psychology, and we are confident that our fresh and considered concept will resonate with the destination’s customer base.”
Recent Additions to Soho’s Retail Scene
The arrival of Grown Alchemist follows a series of exciting retail openings in the Soho area. Fellow tech-led innovation brand PANGAIA recently opened at 57 Carnaby Street, while Mango Teen and Astrid & Miyu have launched new concepts at Foubert’s Place, enhancing Soho’s already diverse shopping experience.
