NEW YORK, June 10, 2025 /PRNewswire/ — Today, modern wellness brand, Practical Alchemy, announces its nationwide DTC debut with first-to-market personal care that moves with you. 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 you in mind and with key consideration of the full user experience – how a product fits in your hand, feels on your face, and folds into your daily life. The range includes thoughtful, minimalist curation of necessities, centering on skin-forward products at launch.
“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.”
The brand’s intentionality is clear – consciously launching with three products that serve a specific yet universal need. The minimalist and compact designs prioritize on-the-go functionality for daily protection and care:
- Purify + Protect Duo, $48
- This compostable pocket-sized duo goes wherever life takes you—gym bag, carry-on, or desk drawer. 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.
- Vanishing Pimple Patches, $20
- These transparent patches work around the clock to reduce redness, absorb impurities, and shield your skin from external irritants. Thoughtfully designed to discreetly cover blemishes, they provide a gentle, non-drying solution to help speed up the healing process and keep your skin looking clear. Set of 57 patches.
- The Just In Case, $32
- You never know when a blemish might pop up. This sleek, travel-sized case keeps the Vanishing Pimple Patches by your side—for blemish care anytime, anywhere. Designed with an interior mirror to make patch applications easy on the go. Made in the USA with post-consumer recycled content. Manufactured using 80% renewable hydropower energy.
“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 is available for purchase at practicalalchemy.com. To learn more, please visit practicalalchemy.com or follow along on Instagram at @practicalalchemy.
About Practical Alchemy
Practical Alchemy is the modern wellness brand that’s keenly attuned to you, creating thoughtful products made to meet the moment. Designed with intuitive utility in mind, this line delivers elevated, efficacious essentials for the every day. Built with sustainable packaging and best-in-class formulas, Practical Alchemy is redefining self-care for you, inspired by you.
SOURCE Practical Alchemy
