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Liberty unveils "biggest launch to date" with new LBTY beauty brand

Sophie Smith
05 September 2023

Liberty London is launching its own beauty brand, LBTY, debuting with five high-end fragrances from 18 October.

Inspired by the luxury department store's fabric print archive, the fragrance collection has been crafted by the "world's most renowned perfumers".

It marks Liberty's "biggest launch to date" and forms part of the retailer's plans to create a full beauty offering spanning other categories.

The brand creation has been led by Laura Simpson, who joined Liberty earlier this year as Managing Director of the LBTY brand.

Sarah Coonan, Managing Director of Retail at Liberty London, told BoF: "We see it as a global brand in its own right. The dream is that this can stand sort of individually as a brand outside of the department store model. That’s how we’ve approached this."


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The move strengthens Liberty's focus on the beauty market, having previously launched a beauty subscription service in 2021, called 'The Beauty Drop'.

Subscribers pay £20 a month and receive four free boxes a year, worth over £300. The full fee each month then translates into credit that subscribers can spend in-store and online at Liberty.

Read's feature on Is Liberty revolutionising the beauty subscription box market?

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