One thing about me—and likely many of my fellow NewBeauty colleagues—is that a gym membership is highly influenced by the beauty products stocked in its showers. And by that measure, Equinox just made a compelling case for joining. As announced today, March 4, the luxury fitness company is replacing Grown Alchemist products with offerings from New York–based luxury fragrance brand Le Labo.
Starting March 19, Le Labo’s shampoo, conditioner, shower gel, face cleanser, face lotion and body and hand lotion will be stocked in Equinox locker rooms across all clubs, all in the brand’s Basil scent. A quick Google search of the line reveals hundreds of five-star reviews across the board, a small but telling testament to its popularity and perhaps a preview of Equinox’s next wave of sign-ups.
This is no small news for Equinox members—or those on the fence about signing up—and it’s the latest chapter in the company’s ongoing beauty product saga. Equinox teamed up with Grown Alchemist in 2024 after 13 years of stocking Kiehl’s across its clubs. Perhaps summing up that decision rather perfectly, as The Cut reported at the time, “Equinox and Kiehl’s Broke Up, and People Are Losing It.”
Now, in response to the Le Labo news, reactions online have been overwhelmingly positive. I took a quick dive into the depths of the internet (read: Reddit) to see what people are saying, and so far, so good. “The people have won!” one Redditor wrote. Another added, “This is so exciting! I don’t know if I’ll ever shower at home again.”
Equinox said in a press statement that “the partnership underscores Equinox’s growing focus on beauty and skin care as integral components of health, longevity and performance recognizing skin as both a sensory organ and an essential part of overall well-being.”
As a proud-but-jealous Life Time member, I’ll admit I feel a small pang of envy. But I’m happy for those of you who are about to enjoy Le Labo showers on the daily—and possibly save a little on your water bill while you’re at it. I’ll be shopping the following in the meantime.
