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.
The make-up wunderkind and BoF 500 cover star is growing a beauty brand that’s less about prettification and more about ‘world building’ for a generation that grew up with the speed and fluidity of the internet.