Beauty News Round-Up 3/24/22

L’Occitane Adds Grown Alchemist to Expanding, Clean Beauty Portfolio. Next,?Soft Services co-founders Rebecca Zhou and Annie Krieghbaum on what’s changed since ‘DTC 1.0.' Lastly,?How Makeup Artist Erika Okvist Created Bridgerton's Season 2 Looks.?

WWD:?L’Occitane Adds Grown Alchemist to Expanding, Clean Beauty Portfolio

Description:?Australian natural beauty brand, Grown Alchemist, was acquired?by?L’Occitane Group with a majority stake. Grown Alchemist is a?natural skincare brand, with minimalist, gender-neutral packaging.?Later, the company expanded into hair and body care, as well as ingestibles. Investment bank, Lempriere Wells, was helping Grown Alchemist?to expand internationally and also helped the brand negotiate the sale. The brand was acquired by L’Occitane for 50 million Australian dollars ($37.4 million at current exchange.)

Glossy:?Soft Services co-founders Rebecca Zhou and Annie Krieghbaum on what’s changed since ‘DTC 1.0’

Description:?Rebecca Zhou and Annie Krieghbaum met while working at Glossier but afterwards went their own ways into DTC. After coming back to beauty in 2019 they established Soft Services, a body-care company. Soft Services offers products that address skin conditions (like body acne and keratosis pilaris) in stylish packaging.?Krieghbaum noticed from working at Into the Gloss that "articles about common skin issues were incredibly popular, yet products offering solutions to them were hard to come by," which inspired Soft Services. Zhou considers Soft Service a DTC company, even though they?sell through other distribution channels, because "the idea of DTC is being informed about your customer, being informed by data and [about] trying to have a two-way conversation with your customers."

Allure:?How Makeup Artist Erika Okvist Created Bridgerton's Season 2 Looks

Description:?Bridgerton's?season 2 comes out on March 25th and we'll be seeing a lot of gorgeous makeup looks this season by makeup artist, Erika Okvis! In this season,?Okvis must combine high-society beauty standards from the 1800s with contemporary techniques and products.?"I pretty much got every single [Regency-era] picture that there is on Pinterest and any book [on that time period] that there is out there, and then I looked at editorials that really appeal to me and to the audience now. Then, I tried to marry those together for something that feels and looks period but really appeals to a modern eye." said Okvist. Okvist was able to achieve these looks on set using exclusively Pat McGrath products.?