06.10.25
Modern wellness brand Practical Alchemy announced its nationwide direct-to-consumer debut with first-to-market personal care products. The line is conceived from the collaborative minds of Doris Johnson, Anna Maib and Melissa Chu, who experienced a gap in the industry: wellness made with intention, designed for real life.
Practical Alchemy offers elevated goods designed intuitively with consumers in mind and with key consideration of the full user experience - how a product fits in a hand, feels on
a face, and folds into daily life. The line includes the Purify + Protect Duo, a compostable pocket-sized wipes duo. The Purifying Cloth lifts away dirt, oil, and makeup with micellar water, while the Hydrating SPF 30 wipe protects and soothes with broad-spectrum, water-resistant coverage. Includes 15 individual sachets ($48). The line also includes Vanishing Pimple Patches and The Just In Case travel-sized case.
“Practical Alchemy is rooted in my journey to better well-being,” says founder Doris 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.”
“Our mission is to redefine self-care and set a new standard,” says president Melissa Chu. “We listen to our audience’s needs and desires, which inspired 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 offers elevated goods designed intuitively with consumers in mind and with key consideration of the full user experience - how a product fits in a hand, feels on
a face, and folds into daily life. The line includes the Purify + Protect Duo, a compostable pocket-sized wipes duo. The Purifying Cloth lifts away dirt, oil, and makeup with micellar water, while the Hydrating SPF 30 wipe protects and soothes with broad-spectrum, water-resistant coverage. Includes 15 individual sachets ($48). The line also includes Vanishing Pimple Patches and The Just In Case travel-sized case.
“Practical Alchemy is rooted in my journey to better well-being,” says founder Doris 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.”
“Our mission is to redefine self-care and set a new standard,” says president Melissa Chu. “We listen to our audience’s needs and desires, which inspired 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.”
