News Business Grown Alchemist Partners with Equinox: A New Era in Locker Room Offerings
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Equinox Group

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Grown Alchemist Replaces Kiehl's in Equinox Locker Rooms

Following a successful partnership with the Equinox Hotel, Grown Alchemist will now replace Kiehl's at the brand's locations.

Luxury Fitness Meets Skincare

Grown Alchemist, known for its clinically proven formulas, is expanding its presence within Equinox. The company will replace the current Kiehl's locker room offerings with its own products, introducing them not only to locker rooms but also to facial and body spa treatments.

Product Lineup

The locker room products will include:

  • Gentle Gel Facial Cleanser
  • Hydra-Restore Day Cream
  • Energize Body Cleanser
  • Restorative Body Cream
  • Hydra-Restore Shampoo
  • Hydra-Restore Conditioner

Additional beauty-centric offerings may be added in the future.

Testing and Positive Response

Equinox rigorously tested Grown Alchemist products at its Hudson Yards hotel, receiving overwhelmingly positive feedback from guests. The synergy between the two brands, particularly around holistic health and longevity, made the partnership a natural fit.

Embracing Change

While some Equinox members may be surprised by the switch from Kiehl's, the decision reflects a desire for change after a 13-year partnership. Both brands are investing in communication and activations to successfully introduce this exciting collaboration.

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