# Curated In-Store Beauty Departments Browns Unveils a Beauty Range with Treatment Residencies By Elena Rahman | Published 2022-04-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/browns-unveils References: [wallpaper](https://www.wallpaper.com/beauty-grooming/browns-launches-beauty) & [brownsfashion](https://www.brownsfashion.com/uk?clickref=1011lj74gF78&utm_campaign=browns_fashion&utm_medium=affiliate&utm_source=futurepublishing&clickref=1101lj7uhRfK&utm_campaign=browns_fashion&utm_medium=affiliate&utm_source=futurepublishing) Browns unveils a new beauty department equipped with a curated range of products and [in-store treatment residencies](https://www.trendhunter.com/trends/charlotte-tilbury-flagship) to provide consumers with a full pampered experience. The store's Residency series will see the addition of treatments from Spanish skincare brand [Natura Bisse](https://www.trendhunter.com/trends/only-this-plump-lift-and-glow) and the [Book Street](https://www.trendhunter.com/trends/book-club-tote) store. London's cutting-edge fashion retailer's new department will span makeup, skincare, hair, fragrance, and men's grooming products to accommodate all beauty needs. Browns Beauty will also feature a Beauty Pod and a Beauty Studio at Browns East location. Customers can shop, get treatments, and hang out in the lounge spaces. According to Buying DIrector Ida Petersson, "The beauty space, like fashion, is a category that offers infinite room for playfulness, self-expression, and joy!" Image Credit: Browns ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 39% | Activity: 36% | Freshness: 11% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Curated Beauty Departments:** The trend of creating curated in-store beauty departments providing a full pampering experience for consumers. - **Treatment Residencies:** The trend of offering in-store treatment residencies to customers seeking a personalized beauty experience. - **Multi-product Beauty Retailing:** The trend of offering makeup, skincare, hair, fragrance, and men's grooming products through cohesive and curated product offerings in retail locations. ### Sectors Adopting This - **Retail Industry:** The introduction of curated and experiential beauty departments drives innovation opportunities for retailers looking to provide a personalized customer experience. - **Skincare Industry:** The offering of in-store treatment residencies creates innovation opportunities for skincare companies interested in expanding their retail and in-store service offerings. - **Beauty Industry:** The trend of multi-product beauty retailing opens up innovation opportunities for beauty companies looking to expand their brand offerings and reach new customers through unique and curated retail experiences. ## Related on Trend Hunter - [Grocer-Inspired Beauty Retail Pop-Ups](https://www.trendhunter.com/trends/benefit-benemart-holiday-concept-shop.md) - [Immersive Beauty Destinations](https://www.trendhunter.com/trends/plouise-city.md) - [Inaugural K-Beauty Physical Stores](https://www.trendhunter.com/trends/skin-cupid.md) - [Residential-Inspired Beauty Stores](https://www.trendhunter.com/trends/tom-ford-beauty-brand.md) - [Luxury Beauty Destinations](https://www.trendhunter.com/trends/beauty-destinations.md) - [Interactive Beauty Destinations](https://www.trendhunter.com/trends/superdrug-beauty-playground.md) - [Luxury Beauty Houses](https://www.trendhunter.com/trends/house-of-beauty.md) - [Pampering Beauty Flagships](https://www.trendhunter.com/trends/charlotte-tilbury-flagship.md) - [Growth-Focused Beauty Pop-Ups](https://www.trendhunter.com/trends/self-growth-studio.md)