MIND AND MATTER: Liberty has opened a concept space called The Beauty Studio with three indie brands, Violette_FR, Grown Alchemist and Vyrao, which see beauty and fragrance as a path to well-being.
“This is our space for creative beauty exploration,” said Natalie Guselli, Liberty’s head of beauty. “The Beauty Studio is where artistry meets science, and where beauty becomes a tool for transformation — of mood, energy and self-expression. It’s about giving our customers access to the most forward-thinking names in beauty and wellness, presented through the Liberty lens.”
The space sits next to the beauty hall and is located in Liberty’s former chocolate shop, which has its own entrance on Carnaby Street.
The new Liberty Beauty Studio, which has an entrance on Carnaby Street.
Violette_FR opened its only U.K. concept space at The Beauty Studio earlier this week. The team was personally trained by founder Violette Serrat, who believes that the right makeup can instantly shift a person’s mood.
Liberty and Violette_FR have also collaborated on an exclusive Liberty print that appears across a capsule of cotton sleepwear and pajamas, and a limited-edition Violette x Liberty Founders Beauty Kit.
Grown Alchemist is another Liberty exclusive. The Australian brand, known for its biotech-driven approach to skin and body health, is offering in-store treatments, IV therapy, and holistic skin care consultations for the first time at Liberty.
Vyrao, the unisex fragrance brand founded by Yasmin Sewell, is focused on “energetic healing.” Each 50-ml. bottle contains a Herkimer diamond crystal, a type of quartz said to clear the body’s chakras, or energy points, and allow for spiritual energy to flow.
The Grown Alchemist space at The Beauty Studio.
Liberty said Vyrao encapsulates its own “commitment to well-being as a sensory, emotional and creative pursuit.”
Liberty said The Beauty Studio opening follows a period of significant growth in the category, which has witnessed double-digit sales increases year-on-year, and growing customer demand for niche, sensorial and wellness-driven brands.
Guselli said the opening is also a response to “how our customers are shopping. They are seeking brands that not only perform, but also align with our values, creativity and individuality. By introducing new, exclusive partnerships and services, we’re reinforcing Liberty’s role as both curator and creator in the luxury beauty space.”
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