Liberty London is expanding globally through its luxury in-house perfume brand, LBTY, without opening new physical stores. Liberty positions LBTY as a serious competitor in the luxury beauty space. Here’s what you need to know:
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Liberty launched the beauty brand LBTY in October 2023 with a collection of five perfumes. Now two years later, they launched the perfume line in North America via high-end retailers, including Neiman Marcus, targeting luxury fragrance consumers.
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The LBTY perfume line has achieved double-digit sales growth within a year, prompting plans for EU expansion in 2025 and new beauty categories by 2026.
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Unlike typical private labels, LBTY is priced up to $320 per bottle and developed by top perfumers, including Frank Voelkl, aiming to rival global luxury fragrance brands.
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Liberty’s CEO Adil Mehboob-Khan emphasized that fragrance is a huge driver of beauty sales, with beauty advent calendars performing well at their store each year.
- In 2024, Liberty opened a Fragrance Lounge to offer customers an intimate fragrance experience, separate from the main shopping area.
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Despite brand growth, Liberty maintains a single physical location in London's West End, focusing on international brand presence through products, not real estate.
Top-Selling Fragrance Products on TikTok Shop
TikTok Shop has become a major driver for fragrance sales, with several standout products driving significant revenue.
Charm data shows the 10 top-selling fragrance products based on U.S. TikTok Shop sales from January to August 2025.
- $7.98M: Sttes Perfume 602# (Irresistible Sunshine)
- $2.96M: PHLUR Vanilla & Cream Duo
- $2.5M: YCZ Cologne Midnight Marine Eau De Parfum
- $2.41M: Bella Vita Luxury Honey Oud
- $2.3M: Pink Blush Shams Al Emarat Khususi Eau De Parfum Spray
- $1.54M: Choco Musk Eau De Parfum Spray
- $1.48M: Lattafa Angham for Unisex Eau De Parfum
- $1.47M: Hawas for Men Eau De Parfum
- $1.39M: Her Loss for Men Eau De Cologne
- $1.32M: Donna Karan Cashmere Mist Discovery Gift Set for Women
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