Thankfully, beauty consumers today have become much smarter and more conscious of the products that they put on their bodies and their impact on the environment. So it’s no surprise that clean, green, and organic beauty has become a huge trend among beauty brands.
That said, it's not enough for a brand to just use clean and organic ingredients—the product still has to work. Enter Grown Alchemist, the clean beauty brand harnessing the skin-healing powers of plants using science-backed methodologies encased in some of the most aesthetic looking minimalist packaging.
Preview had the pleasure of doing an exclusive interview with Jo Ruo, the Head of Marketing for the APAC region of Grown Alchemist, to learn more about the brand.
What is Grown Alchemist?
“Grown is plant-based. So we're very focused on plants and plant [derived] ingredients and formulas. Alchemist is the alchemy of science… So we make sure that we have one foot in the natural world and the other foot in the science world and then we mix them together—that's Grown Alchemist,” explains Jo.
Hailing from Australia, the brand was founded in 2008 by brothers Keston and Jeremy Muijs. With a commitment to provide clean, cruelty-free, plant-based formulas that are clinically proven to improve the skin’s health, even for those with sensitive skin.
The brand recently made its debut in Southeast Asia, with the Philippines being the first country in the region to welcome its clean beauty offerings. You’re probably wondering, “Why the Philippines first?” Timing played a crucial role, as Jo explained. "The timing was just perfect that we had transitioned from our previous formula to our newly innovated formula that is really designed and tailor-made for the Asian markets… So the formulas that you see, whether it is our skincare or whether it is our body care, it's the upgraded version of Grown Alchemist,” he shared. Lucky us!
Grown Alchemist has a profound emphasis on skin health. Their philosophy revolves around the concept of activating your skin function and biological beauty. Jo Ruo passionately articulated this idea, saying, "For us, we think that if your skin cells are not healthy, then whatever you put on your skin is not going to work as perfectly or as efficiently as you want it to be.”
Grown Alchemist's mission is simple yet powerful: to optimize skin function to create an environment where skin cells can heal, regenerate, and thrive.
In a world where many rush to fix specific skin concerns with a plethora of products, Grown Alchemist takes a different approach. Jo explained, “A lot of people nowadays are trying to fix something. ‘Oh, I've got acne. So I want to put on a lot of acne products’ or they're going with a lot of stronger products that have stronger actives. But what we believe is that you need to take a step back and look at your skin as a whole. Look at your skin as an environment. Make sure that your skin is functioning like a factory.”
This commitment to holistic skin health is why the brand encourages customers to streamline their skincare routines. By using fewer products with cleaner, simpler ingredients. The goal is to improve overall skin health, ensuring that products work more effectively and reducing the need for harsher actives.
Exploring Grown Alchemist's Fab Four
Grown Alchemist's approach to skincare is encapsulated in their "Fab Four" regimen: Cleanse, Renew, Activate, and Treat. The first three steps are all about maintaining the quality of your skin's health, while the final step ‘Treat’ is to target any personal skin issues you might be dealing with. Jo walked me through their three-to-four-step skincare regimen and I even got to experience some of their best-selling products first-hand.
1. Cleanse
“Cleanse is not just to clean your face. It's to gain access to your skin cells… So what we're trying to do is to use a cleanser that takes away all the dirt, grime, everything, oxidative damage, and all of that to be able to open up your cells and let it breathe… Regardless of what other products we're going to use on top, we need to have a clean canvas,” says Jo. To achieve that clean slate they suggest using the Gentle Gel Facial Cleanser.
Gentle Gel Facial Cleanser, P2500, GROWN ALCHEMIST, Rustan's Makati
As someone who wears makeup, I need a cleanser that leaves my skin squeaky clean without stripping it of its natural oils, and this Gentle Gel Facial Cleanser does just that. It made my face feel softer, more supple, and instantly refreshed.
2. Renew
In the Renew phase, their Instant Smoothing Serum takes center stage. “Because of pollution and all of [the environmental aggressors that have] taken a toll on our skin... we wanted to make sure that we bring your skin back to the foundation by correcting damage, preventing damage, and letting your skin heal and regenerate… It's like a booster. So we give it a booster to build the foundation to make sure that our skin cells are plumped, healthy, and ready to do other things,” Jo explained.
Instant Smoothing Serum, P3400, GROWN ALCHEMIST, Rustan's Makati
Most serums I've used tend to have a slightly sticky or oily residue to them, but this Instant Smoothing Serum literally feels like water. TBH, when I first tried it on my hand I was skeptical, but once I put it on my face I felt that instant burst of hydration that comes from its Tri-Hyaluronic Acid.
3. Activate
“Activate means that we are targeting your specific concerns to activate your skin's [full] potential.So for example, the Hydro Restore Day Cream is, number one, it helps to smooth the skin and helps to hydrate,” she explained.
Hydra-Restore Day Cream, P3400, GROWN ALCHEMIST, Rustan's Makati
For the Activate stage, Jo introduced me to the Hydra-Restore Day Cream. Made with Aloe, Vitamin E, and Camellia, it's a cream moisturizer with a lightweight texture that quickly absorbs into your skin, perfectly suited for Asian climates! Plus it smells great.
4. Treat
And for those who have more specific skin concerns, the Regenerating Gel Mask is a treat for the skin. “Treat is happening maybe every two, three times a week. For example, our gel mask is full of peptides, which helps you with anti-aging, but at the same time, it gives you a cooling sensation. So if you're going to the beach, coming back, sunburn, you know, sensitivity, it actually helps to heal and soothe. So that is not something that you might not want to use every single day, but it's part of your skincare routine as a treatment for your skin to give it a little bit more of TLC.”
Regenerating Gel Mask, P3300, GROWN ALCHEMIST, Rustan's Makati
You'll never guess what ingredients lie in this gel mask. Made with Pomegranate, Green Tea, Saccharide Isomerate, and Rambutan--that's right. I was just as shocked to know that Rambutan, a fruit that I used to just pick and eat from our backyard happens to have the same effect as retinol.
While Grown Alchemist champions their Fab Four "prescription", they also offer a range of other products, ensuring customers can follow the Cleanse, Renew, Activate, and Treat steps without being tied to specific items. Here are some of their other best sellers:
SHOP: Grown Alchemist Best Sellers
Skin Renewal Mask, P3100, GROWN ALCHEMIST, Rustan's Makati
Skin Renewal Serum, P4200, GROWN ALCHEMIST, Rustan's Makati
Restorative Hand Cream, P1600, GROWN ALCHEMIST, Rustan's Makati
Polishing Exfoliator, P3200, GROWN ALCHEMIST, Rustan's Makati
Hydra-Restore Lip Balm, P1000, GROWN ALCHEMIST, Rustan's Makati
Grown Alchemist's recent entrance into the Philippines is just the beginning of its journey into the Southeast Asian market. With a strong focus on skincare expertise, the brand is poised for a bright future. As Jo Ruo hinted, there are exciting developments on the horizon.
To experience the magic of Grown Alchemist's clean and effective skincare, pay a visit to their gorgeous beauty counter in Rustan's Makati or shop their products online on Rustans.com and Adora.ph.
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