“They’re not all professional make-up artists, but our customers aren’t either,” says Eden, who helped hand-pick the members including Lynskii, Dominic Cadogan, Cozette McCreery and Bibi Abdulkadir.

Community members will offer testimonials and feedback, applying a ‘Rated by Browns’ seal of approval to their favourite products, as well as engaging with customers through social media. “We see the line-up for launch as a starting base and an opportunity to allow the beauty community to understand what we stand for,” she says.Īlso aiding in the decision-making was the newly set-up “Browns Beauty Community”, described as a dedicated external ambassador programme.

When it came to deciding on the brands and products that would be featured, Petersson says they had to reflect the retailer’s values of being ‘conscious’, ‘innovative,’ ‘iconic,’ and ‘inclusive’. The fragrance, candles and wellness products the retailer previously stocked have always been “strong performers”, Petersson shared, especially as the pandemic hit and following the success of the beauty residences, the brand made the decision to commit to the category. “The beauty space, like fashion, is a category that offers infinite room for playfulness, self-expression and joy,” says Ida Petersson, Browns Buying Director. First up is Natura Bisse and Sunday Riley, with facial gua sha from Lanshin to follow. Alongside the products, the continuation of the beauty residency programme will see the two stores play host to beauty experiences and experts. The edit will live online and physically in stores, with a dedicated beauty pod in the East London boutique. “Beauty at Browns is about offering a witty, magical, unexpected and personal shopping experience for people looking to top up their bathroom cabinet,” says Nellie Eden, Creative Beauty Editor-in-Residence. Both established and emerging brands will be featured, including the likes of Augustinus Bader, Medik8, Bread, La Bouche Rouge and The Unseen. Now, the luxury London retailer will attempt to do the same for beauty with small edits of selected products across skincare, make-up, hair, fragrances, and wellness. Browns is hoping to help with that, as it launches its beauty category today.īrowns has built its reputation on its meticulous fashion edits, offering highly curated selections that cut out all the noise and hone in on the best pieces. With new brands launching constantly, products dropping every day, and never-ending hot ingredients that you absolutely must try, it can be hard to know where to start. The beauty market is saturated with choices.

Erin beauty unveiled studios