Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Can a Department Store Build Its Own Beauty Brand? Liberty Bets Yes.

The London-based retailer known for its mock Tudor facade has big ambitions for the beauty category with its new LBTY label. First up: a line of high-end fragrances inspired by the retailer’s renowned prints.
Liberty London's new line of high-end fragrances.
Liberty is launching a line of high-end fragrances under the brand name LBTY, each inspired by a different print from the retailer's archive. (Liberty)

Liberty London is coming for your makeup bag.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.


Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON