Introducing Practical Alchemy
For those who find traditional skincare products difficult to integrate into daily routines, new brand Practical Alchemy is positioning itself as a more adaptable, self-care-focused alternative.
Founded by Doris Johnson, Anna Maib, and Melissa Chu, the brand is launching with a streamlined collection of travel-friendly essentials developed with everyday usability in mind — from how they fit in the hand to how they feel on the skin and perform as part of a daily routine.
The three founders identified a gap in the skincare market for products suited to fast-paced lifestyles that don’t compromise on ingredient quality or intentional design. “Our mission is to redefine self-care and set a new standard,” says Chu. “We listen to our audience’s needs and desires, which inspires us to develop products just for them. In a crowded market, we didn’t want to add to the noise. Instead, we focused on what was missing and what wasn’t working, creating core products that truly make life easier.”
Practical Alchemy is debuting with three products built around versatility and simplicity. Each one is designed to integrate seamlessly into daily life, offering a minimalist approach to self-care that balances practicality with expert formulation.
The Purify + Protect Duo ($48) is a dual-compartment sachet featuring a two-step skincare solution: cleansing wipes on one side and a hydrating sunscreen on the other. The plant-based, single-use Purifying Cloths — also available in a box of 30 folded wipes — are designed for use on the go, whether tucked in a gym bag, handbag, carry-on, or desk drawer. Each cloth is infused with micellar water, aloe, jojoba, and shea butter to gently lift away dirt and oil while keeping skin soft and refreshed. On the other side, the detachable Hydrating SPF 30 — also available in a 100ml tube — offers broad-spectrum, water-resistant sun protection with added moisture for all-day comfort.
The Vanishing Pimple Patches ($20) are transparent hydrocolloid patches in a range of sizes, formulated to reduce redness and shield blemishes from external irritants. Each pack includes 57 patches, designed for discreet, all-day wear. They absorb impurities without drying the skin, offering a gentle, targeted approach to treating breakouts. For easy on-the-go application, the Just in Case ($32) is a portable storage case made for the patches. It features an interior mirror and is crafted from post-consumer recycled materials using 80% renewable hydropower.
“Practical Alchemy is rooted in my journey to better wellbeing,” says Johnson. “Becoming physically active transformed my energy, focus, and priorities. But I realized I needed skincare that matched — products I’d actually use, not ones that just sat in a drawer. So, we set out to create beautiful, function-forward products that feel great and actually support everyday life. To us, alchemy is transformation that delivers results. Practical means it fits your life, not the other way around.”
Practical Alchemy products are available to purchase at practicalalchemy.com. There is currently no word on a potential UK launch.