TheIndustry.beauty Awards Winners' Interview: Laura Simpson, Managing Director, LBTY

What are the core values that drive LBTY and how are they reflected in the business?

Our core values are art, craftsmanship, and storytelling. These are rooted in Liberty’s longstanding heritage in design and creativity. Every fragrance we create is inspired by our iconic Liberty print archive - but always viewed through a modern lens. We work with some of the world’s most revered perfumers to reinterpret our most iconic prints into fragrances that are emotionally resonant and artistically unexpected. Everything we do is about honouring the past while creating something entirely new for today.

What’s your approach to identifying gaps in the market, and how do you transform those insights into successful, consumer-loved products?

Our inspiration comes from Liberty's unique heritage and design archive. We use this to select designs, and we share these to inspire perfumers to create something that is unique and pushes us forward vs looking at gaps in the market. Our goal is to create not just another product, but a meaningful story that lives on the skin. We think this approach for creation has created some truly unexpected scents, including Vine Thief.

LBTY Vine Thief won at TheIndustry.beauty awards. In your view, what set this product apart and resonated most with the judges (and wider consumers generally)?

Vine Thief captures contrast beautifully - it's both luminous and deep, familiar yet surprising. It is a gourmand that feels rebellious and bohemian. Like all of our scents it is a sensory tapestry. It is a living print inspired by Liberty’s Vine Thief print. This scent captures the vibrancy of a sprawling vineyard where garden birds hum.

Crafted by master perfumer Honorine Blanc, Vine Thief is a lush and cheek orris scent where ripened strawberries and powdery orris are abundant, nourished by smoky leather, musk and vanilla. This is a scent that lives and breathes, layered, evolving and as richly detailed as the hand-drawn prints from which it draws its inspiration.

What was the significance of winning New Product: Personal Fragrance (Prestige & Luxe) for LBTY Vine Thief?

It was a real milestone for us - not just for the product, but for what LBTY as a brand represents. To be recognised in such a competitive category affirms especially at this early stage in our journey, is both humbling and energising.

Can you share some more insights into the development process behind the product? What were the key priorities you focused on to ensure the product delivered on performance, scent and overall user experience?

Our creative process begins with the archive print and the feeling, mood and story behind it and ends as a new kind of expression. Honorine's resulting scent composition carries the same intricacy, contrast and depth as our iconic Vine Thief pattern; layered, expressive and constantly evolving with the wearer.

What do you think are the biggest opportunities and challenges in the beauty sector today?

The biggest opportunity lies in authentic storytelling - brands that can offer depth, meaning, and transparency will earn long-term consumer loyalty and define a new luxury. The challenge, however, is standing out in an increasingly saturated market. With growing consolidation and speed-to-market pressures, it’s tempting to chase trends. We choose instead to build from our own creative foundation – heritage, design, and scent - which gives us something truly unique to offer.

What does it mean to be an innovator in the beauty industry today?

It means creating something of substance that resonates both emotionally and culturally. Innovation isn’t always about new technology – often, it’s about bringing a fresh perspective to something familiar. For us, that means combining Liberty’s rich visual history with unexpected perfumery and presenting it in a way that feels desirable, sustainable, and relevant.

What trends are influencing the next wave of innovation in beauty?

We’re seeing a strong shift towards sensory storytelling, where consumers want products that connect with emotion as much as function. There’s a rising demand for genderless design, ritual-led formats, and genuine sustainability – not just recyclability, but thoughtful sourcing and long-term wearability. Beauty is increasingly about self-expression over perfection, which opens up exciting creative possibilities.

How does LBTY maintain its position in the industry? What strategies are critical to staying ahead of competitors and meeting consumer demand?

We focus on building a distinct point of view, not following the crowd. Our strategy is long-term: to create beautifully made, story-driven products that hold meaning for our customers. We also prioritise collaboration – not just with perfumers, but with artists, archivists, and retail partners. This keeps our creative process dynamic and culturally relevant.

What can customers expect from LBTY over the next year? Any exciting innovations or new product developments we can expect?

We’re excited to continue expanding the LBTY world with new fragrance stories, limited-edition capsules, and exclusive US launches. We’ll keep exploring the Liberty archive for fresh inspiration – including some lesser-known or previously unseen prints. Expect collaborations, deeper storytelling, and a few unexpected creative twists that reflect our belief in fragrance as art made to wear.

TheIndustry.beauty The Innovators Awards will be back for 2026. Find out more at theindustry.beauty/awards. For sponsorship enquiries, please email partnerships@theindustry.beauty.