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:
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.
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.
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.
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.
Despite brand growth, Liberty maintains a single physical location in London's West End, focusing on international brand presence through products, not real estate.
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.
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