Santa Monica, CA – LA-based aesthetics bar Alchemy 43, known for its modern approach to cosmetic injectables, has announced that it will unveil two new storefronts in the company’s home market – one in Santa Monica, another in West Hollywood – by early August.
The Santa Monica store is located at 1230 Montana Avenue, among an eclectic mix of shops and cafes and just steps from the beach. The West Hollywood store, at 8634 Sunset Boulevard, is situated within Sunset Plaza and shares a wall with the Zadig & Voltaire boutique.
“We have had our eyes on these two areas from the start,” said Alchemy 43 Founder and CEO, Nicci Levy. “Both locations are surrounded by the types of forward-thinking shops and cutting-edge beauty, fitness and wellness services that appeal to our target consumer, and that is exactly what we look for when we are deciding where to open new stores.”
Founder and CEO, Nicci Levy, saw the need to bring Alchemy 43 to market during her time as Business Development Manager for Allergan in Beverly Hills (the smallest geographical territory for Botox in the US, yet the highest-sales volume). Nicci saw injectable treatments being done in plastic surgeons’ and dermatologists’ offices and was struck by how clinically they were performed. She also became hyper-aware of the stigma and misconceptions attached to the industry. Nicci saw an opportunity to create a new approach to the market – one that offered injectables as a beauty ritual (like getting a manicure or your hair colored) without sacrificing the quality of the treatment or the professionalism of the practitioner. Alchemy 43 is rooted in the belief that the microtreatment experience should feel fun and rejuvenating; while the treatments are clinical and delivered by licensed medical experts, they can still be something that clients look forward to, and be performed in a space that is uplifting and beautiful. Ultimately, these microtreatments are part of an ongoing beauty regimen.
“In my role at Allergan, I learned everything there was to know about cosmetic injectables, and I quickly realized that it was a largely misunderstood segment of the beauty market,” said Nicci. “With Alchemy 43, the goal is not to change the way people look, it’s to help them feel their best in their skin – whatever that means to them – while educating them on the process and making it fun.”
Behind the build-out and design of Alchemy 43’s new stores is Heitler Houstoun Architects, the full-service, New York City-based architecture and design firm whose client roster ranges from beauty concepts like Drybar and Blushington to the newly-erected W Las Vegas. The store experience will reflect the brand’s elevated aesthetic, reflecting the professional nature of its services, with soothing pops of pale pink and neon light accents that remind you that a beauty routine should be fun and inspiring, not a visit to the doctor’s office.
Alchemy 43 currently has two operating stores in LA – a flagship in Beverly Hills and a second location on West 3rd Street. The company plans to introduce the concept in new markets, such as New York City, Orange County, Dallas, and the San Francisco Bay Area. The company is backed by leading commerce investor Forerunner Ventures, early investors in Dollar Shave Club, Jet.com, Glossier, Warby Parker, Away and other next generation consumer business. Investors also include Drybar Co-Founders Alli and Cameron Webb and Michael Landau; Lead Edge Capital; BAM Ventures; and Redo Ventures.
“Beauty is an incredibly dynamic category, but the injectables space hasn’t had much innovation until now,” said Eurie Kim, General Partner at Forerunner Ventures. “As Alchemy 43 expands, we believe there will continue to be a meaningful shift in the way people think about this area of beauty, resulting in consumers of all types incorporating it more readily into their beauty routines.”
“Our investors have unparalleled foresight on consumer trends, and it is an honor to have a best in class network of partners who truly understand and share in my vision,” said Nicci. “With their backing, we are opening new locations, expanding into new cities, building out first-class training programs; there is so much to come.”