Browns, the British multi-brand luxury boutique owned by Farfetch, will launch a beauty category this year and to lead it, the company has named Nellie Eden, writer, editor and founder of the agency Eden Creative, as its creative beauty editor in residence.
Eden will work closely with Brown’s brand and buying teams to “help enhance and amplify the new category for launch,” added the retailer, and will be responsible for engaging Browns’ existing customer base and “taking them on a beauty journey that’s as unique and boutique as its fashion offering”. In the role, Eden will be responsible for in-store programming and events tied to the beauty industry.
Browns currently sell a limited selection of fragrances plus candles under its lifestyle category. The company declined to share more details around what brands and products it would carry but said that it would take a “holistic and luxury approach” to the category, offering effective, conscious and inclusive brands and rituals.
Browns buying director, Ida Peterrson, said in a statement: “Nellie has such an innate understanding of the beauty world and all of its wonderful nuances. She brings her extensive knowledge of the industry to this project, and we are thrilled to have her on board as we work towards our launch later this year.
“We know there is no singular expression of beauty, and we’re incredibly excited to introduce our vision for the category—one based on inclusion, innovation, creativity and experimentation—to our customer. We’re going to have a lot of fun in this new space.”
Commenting on her partnership with Browns, Eden said: “I’m so honoured to be collaborating with Browns on the launch of Browns Beauty. I spend my whole life creating in and around this new beauty lexicon that’s been forming over the last few years and everything that language encompasses; identity, creativity, community and self-expression, and to work on a project that brings those ideas into being with such vibrancy and care has been immensely fulfilling.”
