Big Little Rituals

Insights from within the Pod

Beauty is coming to Browns! British department store Browns launches beauty as an overarching category in its offering, with products available as of now and many more promising brands to join the reseller’s portfolio promptly – click here to shop. May the pampering begin; from Gua Sha to luscious locks and honey-infused bath melts, we’re totally down to take a header into Browns‘ opening self-care edit. In all conscience, expect beauty at Browns’ to work its way into your bathroom cabinets and makeup bags.

Photo: Carlijn Jacobs

Beauty has never been just a byproduct of fashion, hence why we’re all the more excited to welcome Browns’ expanding assortment. The subsidiary of fashion e-commerce platform Farfetch’ recently upscaled its offering to makeup, skincare, bath, and body as well as hair and grooming. Around 90 select beauty brands with the likes of Votary, Dr. Barbara Sturm, Augustinus Bader, (and many more to come) are already available through and in-store.

Pivoted by quarterly themes on the point of increasing the infamous multi-vendor’s portfolio of brands and products, the reseller aims for a 360-degree approach with its newly added category. Amongst them – rarefied newbies such as late Virgil Abloh’s Off-White and their highly anticipated forthcoming „Paperwork“ beauty collection. It’s quite exciting to see more and more brands and resellers delve into the sphere of beauty says Browns‘ CEO, Holli Rogers. But with a saturated market surely there needs to be more to it? Well, community at Browns is virtually everything – and much like in fashion, it allows for exchange and more diverse and inclusive environments. Having cumulated a sizable lineup of professionals, whether they may be MUAs, nail techs, or creatives, the community has come together to dish out their favorite products and routines.

A dedicated space called „The Beauty Pod“, at the Browns‘ East location in Shoreditch and naturally, also in the digital realm allows brand-neutral consultants to deliver novel ways of experiencing beauty and making it more immersive. We love seeing people at the forefront of Browns‘ Big Little Rituals!


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”.



Carlijn Jacobs
[Creative Direction]
Nellie Eden
Lucy Bridge
Georgia Pendlebury
Kiyoko Odo
Lauren Michelle Pires
Afra Ugurlu
April 26, 2022
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