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Makeup Brushes at the Ready: Beauty is Launching at Browns

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From 20 April 2022, Browns will branch out into the world of beauty with a whole new range of brands, curated edits and experience-led campaigns.

Beauty is Launching at Browns

Renowned fashion boutique Browns is making a splash in the world of beauty, as from today it expands its offering to include a curated selection of skincare, makeup, hair, fragrance and men’s grooming products.

Over 90 brands will be making their debut on Browns, with more set to join the launch line-up over time. Those now available on the website include 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 new beauty section will follow quarterly themes, starting with ‘Big Little Rituals’. The launch theme, led by celebrations of community, was created in collaboration with another new addition to the platform: Browns Beauty Community. Talent from the industry will be taking to the virtual stage to test products, share recommendations, collaborate on events and create inspiring content for Browns’ customers to peruse.

The Beauty Studio

Alongside a curated edit, visitors to the website can expect to find valuable resources such as peer-to-peer recommendations and advice from beauty experts.

Those visiting Browns East can also get stuck into in-person offerings, like the Beauty Pod, a regularly-rotating edit of the best in beauty; the Beauty Studio, a curated multi-brand shopping, treatment and hang-out experience; and Residencies with world-leading beauty professionals (which will also be available at Browns Brook Street).

‘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 Ida Petersson, Buying Director at Browns. ‘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.’