Pure Beauty

Liberty launches "unexpected" new-look beauty hall


Department store expands beauty hall and adds new brands

Liberty has revamped its beauty hall, updating its design and adding several new brands. The department was re-launched in 2011 and has since been gradually evolving, eventually undergoing a major revamp over the past six weeks.

The new-look beauty hall opened on 8 June, adding counters from brands Davines, Surratt and Vihelm. The store’s look is described as “something new, unexpected and a little bit odd” with features including mismatching counter-tops, reclaimed Victorian railings and vintage sinks used to display products. The retailer has focused on hard-to-find brands alongside its usual selection of prestige products.

Two skin care brands have also joined the store: Biologique Recherche and Votary. Meanwhile Liberty has expanded its fragrance department, welcoming Ideo Parfumers and ODeJo. Later this month, the store will also see the launch of an exclusive fragrance from Bern Gorham – Heliotropia.

In addition, Liberty has expanded the counter space dedicated to some of its existing brands. Bilnkbrowbar has an expanded treatment area as part of the revamp, offering customers a range of eyebrow and eyelash services.

Gina Ritchie, Buying Director at Liberty, said: “After five spectacular years since our beauty hall re-launch in 2011 we have relished every second of redesigning our much-loved space. True to the very core of our beauty strategy we hope to have achieved something unexpected, relaxed but a with a definite point of view, fun – even odd at times – full to the brim of the best products made by the inspirational founders and people we work with and a little bit anti-beauty hall, off on its own doing its own thing.”

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