Meet Jeremy Muijs, co-founder of Grown Alchemist, the clean A-beauty brand that combines the biology of botanicals with scientific innovation
Melbourne brothers Jeremy and Keston Muijs launched their clean A-beauty brand Grown Alchemist in 2008, which by then had been over six years in the making. With resumes filled with product development for large multinational companies and business strategy, the pair was uniquely positioned to bring their product vision to life. As you'll read from our interview with Jeremy below, their mission to fuse health, science, function and sustainability into a skincare product is at the cutting edge of Australian beauty.
Tell us about when you started Grown Alchemist and how the idea came to be what it is today?
“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. It was during this shift that we witnessed our clinical results demonstrating improved cellular function when exposed to natural ingredients. We started working on the concept of Grown Alchemist in the late 1990s. We curated a team of the best scientists from around the world and for 10 years furthered our research into the link between health and beauty before formally founding Grown Alchemist in 2008.
“The name Grown Alchemist encapsulates the duality of our brand, one that is built on biology, then backed by science. As a brand, we have one foot firmly planted in the natural world utilising the powerful botanicals we use in our formulations, and the other rooted in the alchemy of science to harness the potency of these naturally occurring ingredients. This duality makes us who we are as a brand.”
Tell us more about your philosophy and how it guides your brand and product development?
“Grown Alchemist is built on a profound understanding of skin function and skin beauty. Simply put: health = function = beauty. Grown Alchemist has led the way for a new generation of biologically advanced nutricosmetics, skincare, body care and haircare products. Restoring skin function, detoxing the skin then activating skin function using the latest natural cell communicating ingredients including neuropeptides, tetrapeptides, tocotrienols, and advanced hygroscopic actives.
“Everything about Grown Alchemist’s branding indicates a scientific approach to natural and effective beauty. We think of the lives and experiences of Grown Alchemist customers when formulating our products. We want our skincare to be part of our customer’s holistic wellness experience. That is why we have formulated products that are natural, non-toxic, recyclable (using recyclable glass and premium PET plastic) in addition to being cruelty-free with the ability to be stored easily, display beautifully and travel well.”
Can you talk about the ingredients you use and where you source them from?
“At Grown Alchemist we don’t manufacture ingredients. We grow them. The ability to combine these ingredients together in a profound, meaningful way is modern alchemy.
“We have formulated skincare solutions that serve our clients from a functional AND ethical perspective, tied together with premium recyclable packaging that elevates an organic skincare product to a luxurious beauty experience. This combined with our relentless pursuit of incorporating the highest grade of organic, active ingredients in our products from all around the world.
“We are 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 neuropeptides and tetrapeptides that deliver amazing, visible results.”
How are sustainable and ethical practices incorporated into your business?
“It is paramount to our brand. More so, consumers are looking for authenticity to brand transparency. We are independently certified by a number of external organisations including Australian Certified Organic, Safe Cosmetics Australia, Positive Luxury, Vegan.org and Choose Cruelty Free. We proudly feature their logos on all our packaging to reassure our customers our products are certified toxic free, not tested on animals, contain certified organic ingredients and our packaging is recyclable.”
What is the importance to you of being made in Australia? And why is it so unique in the beauty industry?
“Australia is full of home-grown beauty heroes. You don’t need to look beyond our shores to find some of the most sought-after products on the market and they are darlings of beauty editors around the world, because of Australian beauty’s focus on natural ingredients, sustainable production, and no-fuss efficacy. At Grown Alchemist, we take great pride in the fact that all our products are made in Australia. We only use the very best ingredients, which are certified by ACO, and certified toxic free by Safe Cosmetics Australia. We are also vegan friendly. Being Australian made allows us to have complete quality control throughout the entire process and, at the same time, contributes to strengthening our local economy.”
What excites you about the potential and future of Australian-made beauty and skincare products?
“Industry insights have revealed that consumers prefer to buy Australian-made beauty, personal care and cosmetic products, because they believe Australian-made beauty products are associated with higher quality. Consumer insights highlight that there is an increasing demand for authentic Aussie products produced in our clean, green environment and manufactured to our high standards. Consumers from around the world place higher trust on product that are made in Australia so the future is quite promising, especially for us, as we strive to be the best in the clean beauty space.”
What is the one product you always recommend from your range?
“We have so many essential products to experience and enjoy in our range. Our skin needs a host of essential peptides, vitamins, and antioxidants to maintain optimal health. I would suggest products that align to our three-phase skin prescription of ‘Cleanse. Detox. Activate.’, as a safeguard for protection and repair processes.
“The hero of this system is our Detox Serum. It’s a universal skincare serum that has been formulated with our proprietary Antioxidant +3 Complex and when applied twice daily, will restore your skin function within 14 days. It’s a serum we recommend to everyone regardless of age, skin condition or gender to fight against oxygen, carbon, and nitrogen generated free radicals.”
What is your personal beauty regimen?
“Single cleanse in the morning, double cleanse at night, followed by serums, eye cream, and rich moisturiser. Twice a week I will use exfoliants, masques and facial oils to give my skin extra TLC. I am obsessed with our body products and our hair care range, which is 100% natural. I am always open to testing new products on the market, and always keep an eye out for new innovations.”