FARFETCH, a leading platform for luxury fashion, is diving into beauty after it acquired luxury beauty retailer Violet Grey this year.
The site will provide a curated edit of the best luxury beauty products to serve customers across ages, races, cultures, and genders. Its Beauty Global Collective, featuring founder of Violet Grey, Cassandra Grey, Erin Parsons, Isamaya Ffrench, Jawara, Mia Kong, Dr. Michelle Henry, Michelle Wong, Nico Hiraga and Violet Chachki offers a dynamic community-led approach, offering customers an immersive crossover between fashion and beauty and leveraging the platform's innovation capabilities to offer exciting features for customers such as virtual try-on for the makeup category.
Browns, a part of FARFETCH, will offer a unique beauty journey similar to its fashion offering. Browns Beauty is all about the edit, with products from the best in beauty—from the established to the emerging—selected on account of their conscious, clean, iconic, inclusive or innovative credentials.
Browns Beauty will be brought to life through quarterly themes, which will be explored in a 360-degree manner both on- and offline. For launch, Big Little Rituals celebrates the theme of community, joining forces with the newly-established Browns Beauty Community—an eclectic, creative beauty network comprising talent from across the beauty industry and beyond.
The Beauty Pod, a consistent location for beauty in Browns East, will be home to a regularly-rotating edit of the best in beauty. With its brand neutral Beauty Specialists, customers can expect personalized advice and perfectly tailored product recommendations from true beauty experts in-store and through email and live video chat. In addition, Browns East and Browns Brook Street will each play home to highly curated in-store experiences and residencies with niche and cult beauty experts, with treatments specially curated for Browns.
Likewise, Off-White “Paperwork” is a beauty collection re-imagined as an innovative toolkit designed to celebrate diversity and inspire self-expression. It invites all human beings to amplify their individuality and celebrate their potential, employing playful technology and a non-conformist ethos to empower personal expression, pushing everyone to expand its potential beyond traditional beauty.
Off-White Paperwork will launch with Solution, a collection of four genderless fragrances that introduce the revolution, initiating a playful and progressive dialogue.