20th April 2022
BIG LITTLE RITUALS:
Browns To Add Beauty To Its Offering from April 20, 2022
Embargoed, April 20, 202 09:00 BST - Browns will add beauty to its offering with the launch, on April
20, of a highly curated selection of skincare, makeup, hair, fragrance, and men’s grooming products,
as well as accessories, from a range of established and emerging brands, including Augustinus
Bader, Natura Bissé, Dr Barbara Sturm, Medik8, Allies of Skin, Bread, Mount Sapo, Epara, Melyon,
Kjaer Weis, Viseart, Off White, 19/99, La Bouche Rouge, THE UNSEEN, Surratt, Lanshin, Face Halo,
Virtue, Haeckels, and The Grey.
The curated 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. Over 90 brands will be available from launch, with
more to come as part of a phased approach.
Browns beauty offering will be brought to life through quarterly themes, which will be explored in a 360
degree manner; always inspiring, unquestionably memorable, and distinctly Browns. For launch, ‘Big
Little Rituals’ celebrates the theme of 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.
Buying Director, Ida Petersson says,“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. 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. I hope our customers will feel inspired to engage and experiment in this
category in much the same way they already do with our fashion buy”.
What customers can expect from Browns Beauty
The renowned Browns edit - as with our celebrated approach to fashion, Browns Beauty is
all about the edit, with products selected on account of their conscious, clean, iconic,
inclusive or innovative credentials. Products are results-driven and ritual-enhancing, and
span skincare, makeup, hair, fragrance, and men’s grooming products, as well as
Peer-to-Peer Recommendations - community is everything, especially when it comes to
beauty. ‘Rated by Browns’ brings peer-to-peer recommendations on hero products to our
customers, as rated by the Browns Beauty Community. Whether they’re an MUA, nail
technician, fashion industry expert, or a Tik Tok creative, we’ve called on them to show us
the rituals that make them feel good, test drive our beauty offering, and give us their opinion
on the products they love. Products with a testimonial attached will be clearly highlighted,
and will also be found via a dedicated beauty space on brownsfashion.com, where visitors
can access testimonials and product edits.
The Beauty Specialists - expect world-class customer service from true beauty experts,
highly trained and ready to assist customers meet their next beauty match. Personalised
advice and tailored-for-you product recommendations will be available in-store and through
email and live video chat, with our brand-neutral specialists also on-hand to assist with
reorder reminders to make sure you never run out of your beauty essentials.
The Beauty Pod - a consistent location for beauty in Browns East, this will be home to a
regularly-rotating edit of the best in beauty centred around our quarterly themes. This isn’t a
traditional beauty-hall— you won’t find this product merchandised by brand. Instead, expect
the perfect pairing of established and emerging brands seamlessly blended to promote
discovery, inspire trial and always delight our customer.
The Beauty Studio - the destination for creative beauty, this is a curated multi-brand
shopping, treatment and hang-out experience, designed to engage and delight our Browns
Beauty Community. The Beauty Studio is located at Browns East, and will also host our
Residency series. A beauty cupboard you could only fantasise about – it’s our best kept
Residencies - we’ve been giving our customers access to pampering on rotation services
through our residencies programme since 2020, and now we’re taking things to the next
level. We have scoured the holistic beauty space to find the world’s most exciting
professionals and we’re bringing them to Browns East and Browns Brook Street. Each will
play home to highly curated in-store experiences with a focus on the hottest, most hard to
nab appointments with niche and cult beauty experts. First up? Natura Bisse bring their
renowned power of touch to Browns Brook Street. Meanwhile, Sunday Riley can be found at
Browns East—their first East-London outpost—offering a menu of express treatments
specially curated for Browns, with facial gua sha from cult favourite Lanshin to follow.
A connected experience - at Browns our customers shop and engage with us in a
multi-channel way, so we want to offer a seamless journey between both the online and
offline. This is a tech enabled customer experience, connected by FARFETCH, that links our
website, our sales associate and consumer apps, the connected mirrors, our style advisors,
our stores and our customers acting as the glue that brings the unique Browns experience to
Browns beauty offering will be available for purchase via brownsfashion.com from April 20, 2022, as
well as at the dedicated Beauty Pod located within Browns East. All in-store Residencies are
bookable digitally, via the Browns app or through www.brownsfashion.com. You can also reserve your
space via one of our ambassadors in store.
The launch of Beauty at Browns coincides with the wider Farfetch Group’s expansion into the
category, including Farfetch, and New Guards Group.