Lisa Eldridge arrives at Liberty's beauty halls

This week, makeup artist and guru Lisa Eldrige has launched her namesake brand at the iconic department store Liberty London.

This is the brand’s second permanent home, after opening its first-ever concession in the bustling beauty halls of Selfridges back in May of this year.

Following the success of its direct-to-consumer website launch and two highly lauded pop-up stores in Covent Garden, Lisa Eldridge adds Liberties to its line-up. Liberty’s beauty hall is now home to Eldridge’s luxury makeup and skincare.

Lisa Eldridge commented: "To know that I am to take my own place in the rich heritage and history of Liberty London, is a dream come true. Liberty’s long-running commitment to carving its beauty halls from the very best of beauty is aligned entirely to my own vision of providing best-in-class, elevated everyday beauty essentials that will stand the test of time.

"I want to provide every visiting customer with the tools and products they need to feel their ultimate best, in every moment and during every occasion in life."

Lisa Eldrige is one of the most trusted and sought-after makeup artists globally, with a starry roster of clients. She launched her eponymous brand in 2018 with a line of lipstick and expanded the range to include skincare in April. Her unique formulas have been heralded by beauty insiders as ‘un-dupable’.