Liberty unveils 'avant-garde' Beauty Studio for next generation beauty innovators
Liberty has unveiled The Beauty Studio, a new concept space dedicated to creative beauty exploration and avant-garde wellness, marking the next chapter in the department store’s beauty evolution.
Positioned next to the beloved Beauty Hall at the Carnaby Street entrance, The Beauty Studio brings together pioneering brands redefining beauty and wellbeing, with a focus on immersive experiences and curated exclusives.
Natalie Guselli, Head of Beauty at Liberty, said: "The Beauty Studio is where artistry meets science, and where beauty becomes a tool for transformation – of mood, energy and self-expression.
"It’s about giving our customers access to the most forward-thinking names in beauty and wellness, presented through the Liberty lens."
The space launches with a trio of brands:
Violette_FR
Parisian makeup artist Violette Serrat brings her only UK concept space to Liberty, offering immersive access to her full collection. Liberty and Violette have also created an exclusive capsule including sleepwear, pyjamas and a limited-edition Founders Beauty Kit.
Grown Alchemist
The Australian-born, biotech-driven skincare brand debuts as a department store exclusive. Known for clean, effective formulations and holistic treatments, the brand integrates in-store consultations, IV therapy and a planet-positive ethos.
Vyrao
Founded by Yasmin Sewell, the mood-shifting fragrance and energy brand blends science and spirituality, reflecting Liberty’s commitment to wellbeing as a sensory and emotional experience.
The launch builds on Liberty’s recent beauty growth, which has seen double-digit year-on-year increases, driven by demand for niche, sensorial and wellness-oriented brands. The Beauty Studio also highlights Liberty’s role as both curator and creator in luxury beauty, offering customers an experiential, forward-thinking destination.
"It’s a response to how our customers are shopping – seeking brands that not only perform but also align with our values, creativity, and individuality," added Guselli.
The Beauty Studio opening comes amidst Liberty’s 150th anniversary celebrations. This year has seen the store introduce a series of special-edition collections, curated collaborations and immersive experiences across fashion and beauty.
To learn more, read TheIndustry.beauty's recent interview with Liberty CEO Adil Mehboob-Khan here.
