Browns has now officially launched the category with a highly curated selection of skincare, makeup, hair, fragrance and men’s grooming products, as well as accessories, from a range of both established and emerging brands. Brands featured include Augustinus Bader, Dr Barbara Sturm, Allies of Skin, Epara, Melyon, Kjaer Weis, Off White, Face Halo, Virtue and Haeckels.
The Browns edit takes “a holistic and luxury approach to the category, offering effective, conscious and inclusive brands and rituals to our audience, taking the Browns community on a beauty journey that’s as unique and ‘boutique’ as our fashion offering”.
In total, the omnichannel retailer has over 90 brands already available to shop, “with more to come as part of a phased approach”.
The company will accompany this lineup of products with quarterly themes and for the launch that means the ‘Big Little Rituals’ theme that “celebrates community, joining forces with the newly-established Browns Beauty Community — an eclectic, creative beauty network comprising talent from across the beauty industry and beyond — to test-drive product, share recommendations, collaborate on events, and create inspiring content, engaging product testimonials, and much, much more”.
Browns Buying Director Ida Petersson said that “fashion and beauty as inextricably entwined, and as Browns continues our journey to constantly inspire and excite our customer, adding this category was the natural next step”.
All of the products the retailer stocks have also been selected for certain over-arching factors such as “their conscious, clean, iconic, inclusive or innovative credentials”.
While many consumers will interact with them online, the company is also focusing heavily on the experience in physical stores and at its Browns East branch in London there’s a Beauty Pod that’s “home to a regularly-rotating edit of the best in beauty centred around our quarterly themes”.
The company said their beauty offering is not a traditional beauty hall and that products won’t be merchandised by brand. Instead, customers will be able to find pairings of established and emerging brands together to promote discovery and inspire trial
At the same location, the Beauty Studio is a destination for creative beauty and is a curated multi-brand shopping, treatment and hang-out experience, designed to engage and delight the Browns Beauty Community.
(Photo credit Browns Beauty)