The iconic British fashion boutique, Browns owned by Farfetch, has ventured into the world of beauty with the launch of Browns Beauty. Founded in 1970 by Joan Burstein and her husband Sidney, Browns has been a staple in London’s fashion scene for over five decades. In 2015, the company was acquired by the British-Portuguese online luxury fashion retail platform, Farfetch.
As part of its expansion into the beauty sector, Browns appointed Nellie Eden, a writer, editor, and founder of the agency Eden Creative, as its creative beauty editor in residence in March 2022. The brand aims to offer a beauty experience for customers that is as “unique and boutique” as its fashion ranges, according to a statement from Browns.
The new beauty category features a range of branded skincare, makeup, nail, and hair products, currently available for shipping within the UK and EU. The lineup includes high-end brands like La Mer and Dr. Barbara Sturm, as well as more affordable options such as RMS. Prices range from £12 for an RMS beauty brush to a staggering £1,750 for a La Mer moisturizer.
To promote the launch of Browns Beauty, the company utilized social media platforms like Instagram and TikTok, offering sneak peeks of the launch event and behind-the-scenes content showcasing the artistry involved in the campaign. However, some respondents to a poll on social media indicated that the launch was not well-publicized, suggesting room for improvement in marketing efforts.
Customers can now shop the Browns Beauty collection online at http://www.brownsfashion.com/uk/ and in-store at their Brook Street and East London locations. As Browns continues to grow and evolve, the addition of the beauty category marks an exciting new chapter for the renowned fashion retailer.