Italian suncare brand Darling has made its UK retail debut with a limited-time installation at Liberty London, bringing its signature Mediterranean-inspired aesthetic to British shoppers.
Open until 10 August, the pop-up takes over Liberty’s Beauty Hall with a concept that channels the warmth and glamour of an Italian summer. Designed to offer more than just a retail experience, the space highlights Darling’s distinctive brand identity – combining skincare performance with aspirational design.
The activation offers customers the chance to explore the complete Darling range, including access to exclusive offers, complimentary gifts, personalised postcard writing, and tailored advice from beauty consultants. A UV Mirror feature adds an educational element, allowing visitors to see how UV exposure can affect the skin – and how Darling’s products are formulated to provide effective protection.
Founded in 2018 by Alberto Giacobazzi and Ilenia Gebennini, Darling sets out to elevate the role of SPF within daily skincare routines. Manufactured in Italy, its formulas blend sun protection with sensorial appeal, incorporating skincare-grade ingredients, lightweight textures, and a signature fragrance designed to evoke summer year-round.
