The Interview: LBTY MD Laura Simpson on expansion one year on from launch

Liberty has launched three new scents within its acclaimed LBTY fragrance range, one year after its debut collection. 

Building on the success of the brand's launch in October 2023, which garnered acclaim for its innovative approach to fragrance, the latest additions to the LBTY fragrance line continue to draw inspiration from Liberty's iconic textile prints.

Each scent is a complex blend of evocative essential oils and botanicals, crafted by renowned perfumers to evoke memories and transport wearers to a vividly imagined world.

In this exclusive interview with TheIndustry.beauty, Laura Simpson, Managing Director of LBTY, speaks about the new fragrance launches, how the brand is performing one year on from launch, its in-store and online experience, her ambitions for the brand, and more.

What inspired the launch of LBTY?

Liberty. LBTY was crafted from Liberty's deep connection to art, design, and craftsmanship and the scents and bottle inspired by our archive, which dates back to the 1880s. We wanted to translate the beauty and moments captured by our iconic prints into the world of fragrance, creating scents that tell their unique stories.

What sets it apart from other fragrance brands?

LBTY draws directly from Liberty’s iconic prints, blending art with scent in a way that feels truly personal. Each fragrance is crafted by world-renowned perfumers and embodies the essence of the department store's rich history. The one-of-a-kind bottles are the perfect canvas to showcase the prints and even the logo for Liberty. LBTY comes from our archive.

As Managing Director, can you tell me about your role and what drew you to it?

I oversee the brand, everything from product development to retail and global expansion. I was drawn to this role by the opportunity to blend my experience in brand building and beauty with Liberty’s unique artistic heritage, crafting a brand that stands out in a competitive market.

How has LBTY performed since its launch one year ago? 

LBTY has performed exceptionally well, resonating with both new and long-time Liberty customers. It is a top selling brand both in-store and online. The response has been incredibly encouraging, and it shows there is a strong appetite for art-driven fragrances.

Can you tell me about your existing scents - what are the bestsellers?

Our bestsellers include Tudor and Zephirine. Tudor is a bohemian, woody scent blending sandalwood with notes of ginger, juniper and chamomile, inspired by Liberty store itself. Meanwhile, Zephirine is a luscious amber scent blending ripe figs, velvety rose petals and rich vetiver. Both have developed a loyal following thanks to their distinctive compositions and unique storytelling.

Ianthe Oud

Why are you now expanding the collection with three new scents?

We’re expanding the collection with Ianthe Oud, Hera Reigns, and Vine Thief to delve deeper into Liberty’s artistic heritage.

These three scents are inspired by some of our most iconic prints—Strawberry Thief, Ianthe, and Hera—each of which represents a timeless part of our design history. By reinterpreting these beloved patterns through fragrance, we can offer a wider olfactory spectrum that continues to honour Liberty’s creative roots while introducing something fresh and captivating for our customers. These are not just fragrances—they’re an extension of Liberty’s enduring legacy in design and craftsmanship.

Hera Reigns

Can you tell me about the new fragrances, from inspiration to concept and creation?

Each of the new fragrances takes inspiration from a different Liberty print. Hera Reigns is inspired by Liberty's Hera print, an Ode to the Greek goddess herself. Pairing the queen of flowers, jasmine with noble oud for a bright and enveloping scent.

Ianthe Oud is inspired by our Ianthe print, which means violet in Greek and is a celebration of nature with entwining woods and abstract florals. This scent balances English violet with the depth of agarwood for a completely new take on an oud.

Vine Thief, inspired by William Morris’s Strawberry Thief, offers a fresh take on fruitiness with a focus on strawberry notes.

Vine Thief

What is the biggest sales channel for LBTY – online or in-store? Why is this?

Both in-store and online are strong channels for LBTY, but our in-store experience is particularly special. It allows customers to engage with the scents in person and immerse themselves in the world of Liberty.

Can you tell me about the LBTY in-store fragrance experience?

Our in-store fragrance experience is designed to reflect Liberty’s artistic spirit. Customers can explore the scents in a curated space that evokes the creativity and craftsmanship behind each fragrance.

Fragrance isn’t always easy to shop online. How does LBTY tackle this – can you tell me about the experience?

We’ve designed our online experience to guide customers with detailed scent descriptions, notes breakdowns, and the stories behind each fragrance. Additionally, we offer samples with online purchases to help customers discover their favourite scents at home.

Having opened a new luxury fragrance lounge earlier this year. Why is this category a focus for Liberty?

Fragrance is an essential part of Liberty’s DNA. With our new luxury fragrance lounge, we’re creating a destination for scent enthusiasts, offering both niche and established brands alongside LBTY to cater to a discerning audience.

What are your ambitions for LBTY? 

Our ambition for LBTY is to continue expanding the collection while staying true to Liberty’s heritage. With more than 5,000 prints in our archive, we have so much inspiration for unique fragrance compositions, always grounded in the art and design legacy that defines Liberty. In particular, watch this space for some truly special editions in 2025 as we celebrate Liberty's 150th Anniversary.

We will also have our first retail space outside of Liberty on 1 October - 6 January at Battersea Power station, as well as launching in markets outside the UK with leading luxury retailers. We have an exciting time ahead.