Equinox Members Win Battle for Luxe Toiletries

Equinox gym members have declared victory in their two-year campaign for upgraded bathroom toiletries. The luxury fitness chain announced on Wednesday, March 19, 2026, the introduction of Le Labo products to all its clubs, concluding a contentious partnership with Grown Alchemist.

The shift away from Grown Alchemist, which began in 2024, followed widespread member dissatisfaction. Many Equinox patrons felt the brand did not meet the luxury standard previously provided by Kiehl's, with whom Equinox had a 13-year partnership. Competitor Life Time notably partnered with Kiehl's in 2025.

Disgruntled members utilized the gym's subreddit and Change.org petitions to voice their concerns over the past 24 months. Some members reported refusing to use the shower products at Equinox, despite substantial monthly fees, finding the Grown Alchemist brand to feel "cheapened." Some even resorted to showering at home rather than at the gym.

The partnership with Grown Alchemist concluded mutually on February 28, 2026. Sarah Schmidt, president of PR firm Interdependence, praised Equinox's decision, stating that such details reinforce a premium brand promise and build trust. The move to Le Labo, a perfumery founded in 2005 known for brands like Aesop and Byredo, aligns with Equinox's luxury image.

From March 19, 2026, Equinox locations will feature Le Labo's basil-scented shampoo, conditioner, shower gel, body and hand lotion, face cleanser, and face lotion. Members have expressed delight and approval, celebrating the gym's responsiveness to their feedback.