For Londoners who care about their clobber, a trip to Browns Fashion is a must stop on any successful shopping trip. Still firmly on the pulse when it comes to scouting the finest fashions about, the beloved retailer is finally stepping into the world of beauty with curated range of make-up, hair, skincare and grooming for men.
Launching with over 90 brands, the renowned Browns edit now applies to creams, powders and something shimmery to slap on your face for a night out-out. “We’ve had a homeware edit for some time now, which encompassed a small selection of fragrance, candles and wellness items. These have always been strong performers, and with the pandemic, we of course noticed a lot of people spending more time on their beauty routine,” explains Ida Petersson, buying director at Browns. “With this and plenty of time for online browsing, we started to talk amongst the team and felt there was an opportunity to carve a niche in the market, merging fashion and beauty to provide a platform for new talent that is uniquely Browns.”
The team have accumulated a conscious, innovative and inclusive gaggle of brands, both established and emerging, to kick things off. From Haeckels and Dr. Barbara Sturm, through to Epara and Surratt, each brand will be housed in a series of curated themes which will be changed quarterly, the first being ‘Big Little Rituals’.
Photography by Carlijn Jacobs
“When we began the research for the project we spoke to a wide cross section of people from diverse backgrounds and ages, but all were united in having simple rituals that provided the scaffolding to their days,” explains Nellie Eden, Browns’ creative beauty editor in residence. “Whether that was a hot face cloth, shaving one’s face, bleaching a housemate’s hair every month, religiously applying a signature eyeliner or the application of body oil in a moment just for oneself, we wanted to explore those intimate ritualistic practices – those routines that brought people back to themselves.”
As well as the online curation, a physical Beauty Pod is now situated within the Browns East store, which will offer a rotating edit of products, each chosen with the guidance of the Browns Beauty Community. There will also be a Beauty Studio for customers to get treatments at the store, as well as a new series residencies in both Browns East and Browns Brook Street.
“Our hope is to nurture this initial offering into an established platform for new talent and also ensure that our customers can continue to find the iconic products they already love and cherish, whilst being encouraged to experiment with something new,” says Petersson. Looks like your beauty cabinet is about to get a glow up.
Explore Beauty at Browns here.
