Equinox got rid of Kiehl's in its locker rooms and everyone is in mourning
Noam Galai
- Equinox is booting Kiehl's products from its locker rooms.
- It has a new pact with Australian brand Grown Alchemist — and members are struggling to adjust.
- Gym members have taken to social media to vent about the switch.
This week in rich person controversies, Equinox — the luxury gym chain that recently announced a $40,000 annual membership — has members up in arms after it made a sudden change to its locker room products.
On Tuesday, after weeks of rumors, Equinox announced a new partnership with Australian beauty brand Grown Alchemist — meaning its long-beloved Kiehl's products are getting the boot.
By Wednesday, the cleansers and moisturizers had been switched out nationwide.
"Thanks to everyone who didn't stare at me as I sobbed and screamcried on the treadmill today: I know I wasn't alone," wrote one Reddit user in a post that's received dozens of upvotes. "Just remember: that which does not Kiehl you only makes you stronger."
Equinox first partnered with Grown Alchemist in its branded hotels before bringing the hair, face, and body products to its over 100 gyms and spas worldwide, Women's Wear Daily reported.
"It's been 13 years," Julia Klim, Equinox's VP of strategic partnerships and business development, told Women's Wear Daily of its Kiehl's deal. Equinox did not immediately respond to a request for comment from Business Insider.
"It's time for change," she added.
But social media users are in an uproar over the switch, seemingly unready to give up the nearly $70 face cream and $32-per-bottle grapefruit body wash (which is now sold out on Equinox's e-commerce site).
(Full disclosure from Madeline Berg: I am an Equinox member and have little attachment to the Kiehl's lineup. )
Multiple Reddit threads have been dedicated to the new skincare, and hundreds have commented on Equinox's Instagram posts announcing the switch.
The complaints against Grown Alchemist vary, with some commenting on the scent — one Instagram user likened it to a retirement home, another said airport lounge — and others saying the texture makes it difficult to rub in.
Many have yet to try the brand — which, should be said, is more expensive than Kiehl's — and simply don't like change.
"The stuff smells so rancid. Reminds me of pepsi," one Reddit commenter wrote.
"It's watered down. Smells like cheap perfume from 99cents store," another complained.
Kiehl's even commented on a TikToker's video that issued a comedic "amber alert" about the change.
"We're hearing that you miss us," the brand's account wrote.
Every passionate online niche has two sides, and some brave souls have posted their excitement about the new products, alleging that it was actually Kiehl's products that were watered-down.
"Just tried this morning! Much better, less sticky, much cleaner with way less thickening agents," one Redditor enthused.
Of course, as many have pointed out, this is perhaps the definition of a first-world problem. One Redditor put it best: "You'd think EQX poured battery acid into the kiehls bottles and didn't tell anyone about it," they wrote said. "Touch some grass."