Browns launches its beauty department

London's historic fashion retailer Browns launches into beauty with a curated product offering and in-store treatment residencies

A range of beauty products on two shelves
(Image credit: Carlijin Jacobs)

Today, London’s beloved outlet for cutting-edge fashion, Browns, debuts the launch of its beauty department, which will span skincare, makeup, hair, fragrance, and men’s grooming products. 

What's in store for Browns Beauty 

At its core, what makes Browns Beauty exciting is its meticulous edit of products, each of which have been chosen because they represent, in one way or another, the best products out there. And shopping at Browns is the retail equivalent of consulting your savviest friend: if they say it’s good, there's a high probability that you'll agree. 

Close-up shot of someone using an eyelash curler

(Image credit: Carlijin Jacobs)

Indeed, among the 90 beauty brands it retails are many of our favourites including Haeckels, The Unseen (opens in new tab), Melyon, 19/99, La Bouche Rouge, and Dr Barbara Sturm. The entire Browns beauty offering will be brought to life through quarterly themes; the first of which, called ‘Big Little Rituals,’ establishes the new Browns Beauty Community through peer-to-peer recommendations. Makeup artists, nail artists, and TikTok influencers number among the industry creatives that Browns has enlited to apply a ‘Rated by Browns’ seal of approval to their favourite products.

The launch of Browns Beauty will also see the continuation of the store’s Residency series, which has already featured hairstylist Issac Poleon, massage therapist Tetyana Probyy, and Haeckels founder Dom Bridges. The upcoming iterations will see Spanish skincare brand Natura Bisse offer treatments at the Brook Street store, with Sunday Riley treatments available at Browns East. 

Close-up shot of a woman combing her pink hair

(Image credit: Carlijin Jacobs)

Browns East will also be the location for the brand’s 'Beauty Pod’ and ‘Beauty Studio’ where customers can shop, get treatments and hang out in the lounge space. 

'We see fashion and beauty as inextricably entwined,’ says Buying Director, Ida Petersson. ‘As Browns continues our journey to constantly inspire and excite our customer, adding this category was the natural next step. The beauty space, like fashion, is a category that offers infinite room for playfulness, self-expression, and joy!’

Browns Beauty treatment room campaign image by Carlijin Jacobs

(Image credit: Carlijin Jacobs)

INFORMATION

brownsfashion.com (opens in new tab)