Browns names Eden creative beauty editor in residence ahead of beauty launch

By

Nigel TAYLOR

Published
Mar 3, 2022

Browns has appointed Nellie Eden as its creative beauty editor in residence as the luxury fashion retailer moves towards adding beauty to its offer later this year.

In the newly-created role, the writer, editor and founder of agency Eden Creative will join forces with Browns “to bring the brand’s unique take on beauty to life through compelling campaigns, creative content, memorable in-store programming and unique events”. 

She will work closely with Browns’ brand and buying teams “to help enhance and amplify the new category for launch”. She’s also charged of engaging Browns’ existing customer base, “taking them on a beauty journey that’s as unique and boutique as its fashion offering”.

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With almost 10 years' experience in the creative industries, Eden has worked in-house at Dazed and Refinery29 and as a creative with brands such as Burberry, Byredo, Martine Rose, Gucci, Selfridges, Glossier and Nike. 

For four years she worked as a Creative Consultant for make-up artist and creator of wearable art Isamaya Ffrench. She has also been a contributor to British Vogue, i-D and as editor of Dazed Beauty.

Ida Peterrson, Buying Director for Browns, said: “Nellie has such an innate understanding of the beauty world and all of it’s wonderful nuances. She brings her extensive knowledge of the industry to this project and we are thrilled to have her on board as we work towards our launch later this year.”