Anna Teal, who has served as chief executive officer of plant-powered skin care brand Grown Alchemist for the past three years, is stepping down to launch her own wellness brand, AFIMA.

The executive posted the news on LinkedIn, calling her time at Grown Alchemist “a remarkable chapter.”

“From the early days working out of the Elemis printing room to building a team across the U.K., the U.S. and beyond, and helping shape a brand with a genuinely distinctive point of view around biotech, clinically proven skin care and a cool urban edge, there is a great deal to be proud of,” she wrote.

Teal said that Grown Alchemist, which was launched in Australia, is in a strong place.

“To have helped shape that chapter, while leading the business through a new ownership carve-out and transition, has been a privilege,” she wrote.

In April 2024, Grown Alchemist’s majority stake was sold by L’Occitane Group to André Hoffman, the group’s former vice chairman and former CEO, who remained a board member. Teal became a minority shareholder. The transaction was priced at 28 million euros.

Teal’s next chapter will be one of three parts. She’ll act as a growth advisory, advising founders, operators and investors. She calls AFIMA “a modern wellness brand I’m building from the ground up. Still early, but rooted in a white space I care deeply about. More to come.”

Teal also pens “Beautiful Hustle,” a Substack on beauty, wellness and business.

“I’m proud of what’s been built, grateful to the people I’ve worked alongside, and genuinely excited for what comes next,” she wrote.