Alchemy Business Development (Pty) Ltd started trading in April 2013 as a Beauty Marketing and Distribution Company and is the brainchild of Karen Laubscher, a long serving professional of the South African beauty industry.  An opportunity existed to introduce and represent new brands into the South African market in response to both retailer and consumer demand for superior service and newness.

Karen is supported by a Brand Marketing and Key Accounts team which is situated in Cape Town, South Africa and supports their in store sales teams with excellent product training, practical selling skills and focus on customer service. In addition Alchemy also has the support of Mosaic Manufacturing.

Mosaic Manufacturing is a major shareholder in Alchemy and the company’s infrastructure supports the back end of Alchemy regarding administration, logistics and distribution.​ This operation is run off of a Syspro platform and EDI is enabled with key customers. The current model allows for direct to store deliveries as well as central warehousing.​ Current and past primary retail partners include Woolworths, Foschini, Edgars, Truworths, Clicks, Wellness Warehouse, Dischem and selected independent salons and pharmacies.

Alchemy is a Level 4 BBEEE contributor.


Karen Laubscher

Managing Director

Karen was the Marketing and Sales Director of Indigo Brands, subsidiary of JSE listed AVI. She spent some twenty five years in the business with numerous brand successes and new product launches to her name: Yardley, Lentheric, Monteil and successfully launching and managing licensed brands Rimmel, adidas, Sally Hansen, Barbie, Nailene, as well as Coty’s portfolio of celebrity fragrances Lady Gaga, Kate Moss, Béyonce and David Beckham as well as Guess fragrances. 

Karen’s career took her to Woolworths in a retail buying capacity and she also enjoyed a period in direct sales with Avroy Shlain Cosmetics. Karen consulted for Clicks and Sorbet on the Sorbet Colour Cosmetic Launch as well as worked on the development of the Foschini All Women Fragrances and Facial cosmetics. 

Seshnee Moodley

Key Accounts Brand Manager

With more than 14 years in the retail and professional beauty industry, Seshnee has extensive experience in Sales Management, Training Development, Brand Development, Marketing & E-commerce Management. She has worked for numerous international luxury brands such as Estee lauder, Clinique, Decleor & Stila Cosmetics

Ashleigh Keet

Brand Marketing Manager

Ashleigh has over 6 years’ experience in marketing as well as a strong educational background in Marketing with an Honours in Brand Management and a Bachelor of Commerce in Management & Economics. Her recent focus has been specialising in new product development for private label Beauty brands for Clicks, Sorbet, Avroy Shlain, Foschini and Mentholatum. Her skills set includes Marketing & E-commerce Management, Product development, Project Management, Brand Management, Market Research and Analytics.

Beauty Marketing and Distribution