French natural beauty company, L’OCCITANE Group has strengthened its multi-brand strategy with the launch of its premium beauty brand, Grown Alchemist, in Sydney Airport.

Originating in Australia and favoured among Millennial and Gen Z shoppers, the beauty brand has made its debut in the Asia Pacific region and established its first retail point of sale at Sydney Airport’s Terminal 1, in partnership with Heinemann Australia.

L’OCCITANE Group managing director of global travel retail, Estelle de Bure said, “I am delighted to welcome Grown Alchemist into our premium portfolio in travel retail with the brand’s first-ever boutique in an airport worldwide.

“The opening is a milestone for Grown Alchemist and L’OCCITANE Group, as we seek to introduce our chic, edgy, and clean beauty brand to a new generation of travelling consumers. Offering a unique mix of breakthrough science, sustainable values and an urban edge, the minimalist boutique in Sydney is set to drive awareness and trial among travellers – with a strategic focus on Gen Z.

“We would like to thank Gebr. Heinemann for its continued support of the Group, and we look forward to developing Grown Alchemist to its full potential in the channel.”

The counter offers a range of innovative skin, body, hand, and haircare products. The minimalist, monochrome retail design features glass and stainless steel details balanced with a distressed concrete wall to deliver the brand’s signature fusion of urban street culture, while offering a lab-chic personality.