Grown Alchemist launches Tomorrowland range

Grown Alchemist and Tomorrowland have launched a five-piece wellness range aimed at festivalgoers, adding skincare, body care and hair care to Tomorrowland’s expanding lifestyle business. TrendHunter listed the collaboration in a July 7 product post, and both companies have since published collection pages and retail listings for the line. Tomorrowland’s own press materials describe the partnership as a meeting point between wellness and music culture, while Grown Alchemist’s U.S. site calls it a new collection “for skin, body and hair” created with the festival brand. The launch sits alongside a broader initiative called “Reset Your Rhythm,” which the companies say will extend beyond the product drop itself. (trendhunter.com) ### What exactly is in the range? TrendHunter reported that the collection includes shampoo, body wash, body lotion, a hydrating face mist and a travel-sized kit positioned for use during festivals and travel. Grown Alchemist’s product pages and Tomorrowland Store listings show the same five-piece structure, though some retail pages label the mist and bundled sets under “Elixir” naming tied to the collaboration. (tomorrowlandstore.press.tomorrowland.com) Grown Alchemist’s site says the formulas are designed around Tomorrowland’s signature “Elixir of Life” scent. Hypebae, citing the launch materials, said the products were developed to “re-energize and restore balance” with adaptogenic ingredients including reishi mushroom extract and MossCellTec. ### Why are the companies framing this around recovery? TrendHunter described the line as a festival wellness range developed to support post-event recovery through skincare and body care products. (trendhunter.com) Tomorrowland’s press page uses similar language, saying the collection combines Grown Alchemist’s plant-based biotechnology with ingredients selected to support resilience, hydration and recovery under environmental stressors. (grownalchemist.com) The “Reset Your Rhythm” label gives the collaboration a broader wellness frame than a standard merchandise tie-in. Tomorrowland Store editorial copy says the partnership is built on the idea that wellbeing belongs in “life’s most meaningful moments,” while outside trade coverage said the concept would also appear through sensory experiences at festival events and treatments at Grown Alchemist’s Soho store in London. (trendhunter.com) ### How does this fit Tomorrowland’s brand strategy? Tomorrowland’s retail and press pages present the collection as part of the festival brand’s collaborations business, which already extends into fashion, lifestyle and other branded goods. The Tomorrowland Store describes its collabs section as a place for limited-edition products spanning music, lifestyle, tech and fashion, and the Grown Alchemist line is sold within that structure. (store.tomorrowland.com) Grown Alchemist’s regional landing pages also describe the tie-up as a new global brand partnership with Tomorrowland. CEW UK reported that the companies had agreed a multi-year partnership, with online launch timing across the UK and EMEA from July 2 and a festival debut in Belgium later in the summer. ### Where can people buy it now? The collection is listed on Grown Alchemist’s own site and on the Tomorrowland Store, where individual products and bundles are already available. (store.tomorrowland.com) Store pages include items such as the Elixir Duo, the Elixir Travel Collection and the Elixir Hydrating Skin Mist, indicating the retail rollout is live rather than teaser-only. Tomorrowland 2026 festival activations are the next concrete step flagged in launch coverage. (grownalchemist.com) Trade and brand materials say “Reset Your Rhythm” experiences are planned around Tomorrowland events later this summer, alongside the continuing sale of the five-piece range through both brands’ online channels. (tomorrowlandstore.press.tomorrowland.com) (store.tomorrowland.com)