Browns, the luxury fashion retailer, is making a foray into the beauty world with the launch of its carefully curated beauty category. The selection includes skincare, makeup, hair, fragrance, and grooming products for both men and women. Browns Beauty stands out from competitors like Farfetch by featuring a mix of disruptive and emerging beauty labels, rather than focusing solely on big, established brands.

Among the brands available are Augustinus Bader, Natura Bissé, Dr Barbara Sturm, Medik8, Allies of Skin, and many others. This diverse range aims to provide a holistic and luxurious approach to beauty, offering effective and conscious brands that are inclusive. With more than 90 brands currently available, Browns plans to introduce more in the future.

To create an enhanced shopping experience, Browns will introduce quarterly themes that explore different aspects of beauty. The first theme, ‘Big Little Rituals,’ celebrates community and encourages the newly-established Browns Beauty Community to test products, share recommendations, collaborate on events, and create inspiring content.

Ida Petersson, the Browns Buying Director, emphasizes the interconnectedness of fashion and beauty, explaining that the addition of the beauty category was a natural progression for the brand. The products are carefully selected based on their conscious, clean, iconic, inclusive, or innovative credentials. They are all results-driven, emphasizing their ability to enhance a beauty ritual.

While online shopping will play a significant role in the beauty category, Browns also places importance on the experience in its physical stores. At the Browns East branch in London, customers can explore the Beauty Pod, featuring a rotating selection of the best beauty products aligned with the quarterly themes. Additionally, the Beauty Studio offers a curated multi-brand shopping and treatment experience for the Browns Beauty Community.

Browns aims to create a unique and boutique-like beauty journey for its customers, inspiring and delighting them through its carefully curated selection of brands and immersive in-store experiences.

Useful Links:
1. Browns Fashion Website
2. Browns Beauty Category