International beauty retailer Grown Alchemist is set to make its UK debut within the Soho neighbourhood, opening on Beak Street in November.

With an emphasis on “rejuvenation and evolution”, the Australian brand is set to open its first store outside of Melbourne, taking a two-floor 600 sq ft space by the southern entrance to Carnaby Street.

According to Grown Alchemist CEO Anna Teal, the UK debut “is the beginning of an ambitious bricks-and-mortar expansion plan”, without elaborating on the brand’s plans.

However, she added that the Beak Street 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.” 

Grown Alchemist was founded “on the belief that skin health is an extension of overall wellness”, and uses a biotech-based approach in its creation of bodycare formulas.

The Shaftesbury Capital-operated Soho destination remains a hub for challenger brands in beauty and skincare, with Grown Alchemist set to join MALIN+GOETZ, Aesop, Skin Laundry and Sculpted by Aimee, which also celebrated its UK debut late last year.

William Oliver, Retail Leasing Director, added: “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.”