Browns appoints Creative Beauty Editor-in-Residence ahead of expansion into beauty

Browns has announced Nellie Eden as its first Creative Beauty Editor-in-Residence as the British luxury boutique moves towards adding beauty to its offering later this year.

In the newly-created role, Eden will be responsible for running campaigns, store installations and events tied to the beauty industry. She will work closely Browns' buying teams to help enhance and amplify the new category for launch, and will be charged with engaging Browns’ existing customer base.

With almost ten years experience in fashion and beauty, Eden most recently served as a Creative Consultant at Byredo, working alongside Isamaya Ffrench, the brand’s Creative Director for beauty. She has also held roles as Beauty Editor at The Face and Dazed Beauty, and worked with Burberry, Martine Rose, Gucci, Selfridges, Glossier and Nike.

The Farfetch-owned retailer said it will take a "holistic and luxury approach to the category, offering effective, conscious and inclusive brands and rituals to the brand’s audience."

On her partnership with Browns, Eden commented, "I’m so honoured to be collaborating with Browns on the launch of Browns Beauty. I spend my whole life creating in and around this new beauty lexicon that’s been forming over the last few years and everything that language encompasses; identity, creativity, community and self expression, and to work on a project that brings those ideas into being with such vibrancy and care has been immensely fulfilling."

Ida Peterrson, Browns’ Buying Director, added: "Nellie has such an innate understanding of the beauty world and all of its wonderful nuances. At Browns, we know there is no singular expression of beauty, and we’re incredibly excited to introduce our vision for the category—one based on inclusion, innovation, creativity and experimentation—to our customer. We’re going to have a lot of fun in this new space."