British luxury boutique Browns has officially launched a ‘Beauty’ section on its website and in a dedicated ‘Beauty Pod’ at its Browns East store, following the appointment of Nellie Eden as ‘Beauty Editor-in-Residence’ in March.
Described as taking a “holistic and luxurious approach” to the cosmetics category, Browns Beauty aims to offer a curated selection of skincare, makeup, haircare, fragrance, men’s grooming and accessories from established and emerging brands.
Browns added that, similar to fashion, it aims to offer its clientele “effective, conscious and inclusive brands and rituals.” More than 90 brands are available now, with more being added gradually.
The most important beauty brands at the launch include Augustinus Bader, Natura Bisseě, Dr. Barbara Sturm, Medik8, Allies of Skin, Bread, Mount Sapo, Epara, Melyon, Kjaer Weis, Viseart, 19/99, La Bouche Rouge, The Unseen, Surratt, Lanshin, Face Halo, Virtue, Haeckels, The Gray and Off- White.
Browns Beauty launches online and in stores
The Browns beauty offering is complemented by quarterly themes designed to be “always inspirational, undoubtedly memorable and unmistakably Browns.” At launch, Browns will celebrate ‘Big Little Rituals’ and the theme of community. The focus is on the newly formed ‘Browns Beauty Community’, a creative beauty network featuring talent from across the beauty industry to test products, share recommendations, collaborate on events and create content.
In addition to peer-to-peer recommendations, products rated by the community are labeled ‘Rated by Browns’. Highly qualified beauty specialists are on hand to offer shoppers personal advice and product recommendations, available in store, via email and live video chat.
There will also be a ‘Renowned Browns Edit’ which will feature products selected for their ‘conscious, clean, iconic, inclusive or innovative attributes’ and which are ‘outcomes-oriented and ritual-enhancing’.
In addition to the online focus, Browns East will also have a permanent location for beauty products, namely in the ‘Beauty Pod’, in which a regularly changing selection of the best cosmetic products based on the quarterly themes will be presented. Browns notes that this isn’t a traditional beauty selection, as it aims to showcase products as a “perfect match” rather than by brand, to enhance browsing enjoyment and inspire shoppers.
Browns also intends to launch a ‘Beauty Studio’, a creative beauty venue that will be a curated, multi-brand shopping, treatment and stay experience designed to appeal to the Browns beauty community. The ‘Beauty Studio’ is located in the Browns East branch and will also house the department store’s residency series.
Commenting on the launch, Browns Head of Purchasing Ida Petersson said in a statement: “For us, fashion and beauty are inseparable and as Browns continues on its path of constantly inspiring and delighting our customers, the inclusion of this category was the natural next step.
“Beauty, like fashion, is a category that offers endless scope for playfulness, self-expression and joy! We’re thrilled to now have the opportunity to bring this approach to beauty, bringing together brands and experiences from the respected beauty community in a way that is unique to Browns. I hope that our customers will feel inspired to engage and experiment with this category in the same way they already do with our fashion.”
This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ