Today, London’s luxury retailer Browns has launched a brand new beauty destination and online expert-approved curation of products: Browns Beauty. Adopting the same cutting-edge approach that they’ve applied to their fashion edits, their beauty offering will span skincare, fragrance, make-up, hair and men’s grooming products, with every product hand-picked by a team of top industry creatives. Here’s what you can expect from this soon-to-be-cult beauty department.
Curation has always been a key part of Browns’ success, ensuring that a visit to their online platform or their cult London stores will present a carefully selected range of this season’s must-have buys. Now, the luxury retailer is applying that insider knowledge to the world of beauty and launching a whole new department: Browns Beauty.
Building on this foundation of trust in their taste, Browns Beauty’s debut is made up of products from over 90 beauty brands, which range from the familiar — Dr Barbara Sturm, Westman Atelier, Augustinus Bader and more — to the sort of insider-only secret finds we’ve come to expect from their expert team. Covering skincare, hair, make-up, grooming and body, the Browns Beauty offering will be refreshed each quarter with new themes. To kick things off, this quarter’s theme is ‘Big Little Rituals,’ with a focus on establishing the department with the foundations of beauty and self-care.
This theme also taps into the other focal point of Browns Beauty: community. The department is powered by peer-to-peer recommendations, with Browns enlisting a group of top make-up artists, nail artists, influencers and industry creatives to apply a ‘Rated by Browns’ seal of approval to their favourite products, and offer up an inside look into their own skincare rituals. Customer service will also be handled by highly trained beauty experts, who can offer personalised advice and product recommendations in-store or through the website’s email and live video chat.
In-store offerings for the beauty department echo this sense of community. Building on the success of the store’s Residency series, which has seen hairstylist Issac Poleon, massage therapist Tetyana Probyy, and Haeckels founder Dom Bridges take over a spot in-store, the project will continue its skincare focus with Spanish skincare brand Natura Bissé bringing their renowned power of touch to their Brook Street store, and Sunday Riley offering an express menu of treatments specially curated for Browns at the store’s East-London outpost – the first time they’ve brought their sought-after treatments to this part of the capital. Next up will be facial gua sha from New York-based cult favourite Lanshin.
The residencies will be hosted in Browns East’s brand-new Beauty Studio, designed as a space where customers can shop, book in for treatments and hang out. The Studio will sit alongside their permanent Beauty Pod, which will house a regularly-rotating edit of the best in beauty — both established and emerging — built around the quarterly theme.
Online, beauty shoppers can browse and buy via brand, category or a curated Browns Beauty edit. The team have worked hard to create as inclusive and considered a selection of products as possible, housed as part of their Conscious Beauty edit. Featuring brands such as Aesop, RMS Beauty, Grown Alchemist and Allies of Skin, the selection focuses on clean beauty products that use natural and organic ingredients, circular initiatives and cruelty-free practices.
“We see 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,” says Buying Director Ida Petersson. “The beauty space, like fashion, is a category that offers infinite room for playfulness, self-expression, and joy! We’re thrilled to now have the opportunity to apply this approach to beauty, bringing together brands and experiences from the respected beauty community in a way that is uniquely Browns.”