Equinox gym members are celebrating a hard-fought victory after a two-year battle over bathroom amenities, with the luxury fitness chain announcing it will replace Grown Alchemist toiletries with the premium brand Le Labo. The change, effective from March 19, marks the end of a contentious partnership that sparked widespread member complaints and online petitions.
The Two-Year Toiletries War
The controversy began in 2024 when Equinox ended its 13-year partnership with Kiehl's and introduced Australian beauty brand Grown Alchemist across all its clubs. Members immediately expressed dissatisfaction, arguing the new products felt inferior and didn't match the luxury standards they expected from a premium gym charging over $350 monthly fees.
Member Rebellion and Social Media Campaign
Disgruntled members turned Equinox's dedicated subreddit into a hub of complaints, dominating discussions with pleas for better toiletries. They launched Change.org petitions demanding Kiehl's return and shared stories of refusing to shower at the gym despite paying premium membership fees.
One member told the Daily Mail: 'I joined Equinox for all the amenities, including what I'd heard were amazing bathroom products. However, I joined shortly after the gym had made the switch to Grown Alchemist. I tried it the first few times I went to my gym, and I couldn't believe how cheap it felt. It got to the point where I refused to shower at Equinox, and instead I trek home and shower at my apartment.'
The Competitive Landscape
The situation worsened when Life Time, Equinox's direct competitor, partnered with Kiehl's in 2025, making Equinox's choice of Grown Alchemist appear even more unfavorable by comparison. This competitive move intensified member frustration and highlighted the perceived gap in luxury offerings between the two fitness chains.
Strategic Correction with Le Labo
Equinox announced this week that Le Labo's basil-scented products will be introduced to all clubs, including shampoo, conditioner, shower gel, body and hand lotion, face cleanser and face lotion. The decision represents what public relations experts describe as a smart strategic correction.
Sarah Schmidt, president of PR firm Interdependence, told the Daily Mail: 'Equinox is a premium brand, so every part of the experience has to reinforce that promise. While toiletries may seem small, when speaking about luxury, those small details are what make an ordinary brand extraordinary. Moving to Le Labo is a smart correction because it aligns the brand and the experience. It also shows that Equinox heard customer feedback and acted on it.'
Le Labo's Luxury Credentials
Founded in 2005, Le Labo represents exactly the luxury tier members had been demanding. The perfumery sits comfortably alongside other high-end toiletry brands like Aesop and Byredo, with signature fragrances such as Santal 33 priced at $240 for 50ml. Equinox members have expressed particular excitement about the brand's notoriously strong-smelling scents becoming available in their gyms.
Partnership Transition Details
According to Grown Alchemist, the decision to conclude its worldwide partnership with Equinox was mutual as 'both organizations continue to evolve their long-term strategies.' The partnership officially ended on February 28, though the brand will continue as a partner in Equinox hotel properties.
Member Celebration and Industry Implications
The announcement has been met with enthusiastic celebration from Equinox members. 'Huge win, good on them for listening to the members,' one wrote online, while another commented: 'Okay Equinox, we see you listening and learning!'
This resolution demonstrates how even seemingly minor amenities like gym toiletries can become significant brand differentiators in the competitive luxury fitness market. The two-year campaign shows the power of persistent customer feedback and how premium brands must maintain consistency across all touchpoints to justify their positioning and pricing.
The introduction of Le Labo products from March 19 represents not just a product change but a restoration of the luxury experience Equinox members expect, finally ending what had become known among members as the toiletries war.
