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.”