Luxury department store Liberty, known internationally for its iconic Beauty Hall, has significantly expanded its offering with the opening of The Beauty Studio. This new ground-floor concept space, which officially opened earlier on this week, is positioning itself as a crucial destination for next-generation beauty and wellness brands.
A New Era of Exploration
The Beauty Studio is designed to encourage exploration and play, shining a spotlight on up-and-coming and avant-garde names making waves in the industry.
According to Natalie Guselli, Liberty’s Head of Beauty Buying, the space is intended to be “our space for creative beauty exploration”. She described the concept as where “artistry meets science,” emphasising that beauty is viewed as a “tool for transformation of mood, energy and self-expression”. The environment itself is intended to be calm and inviting, reflecting a place “where science meets nature” and featuring natural light and greenery.
Innovative Launch Line-up
The Beauty Studio launched with three key brands, all selected for their innovative approach toward beauty and wellness: Grown Alchemist, Violette_FR, and Vyrao.
- Violette_FR: The multi-category brand, founded by French make-up artist Violette Serrat, is marking its British concession space debut within The Beauty Studio.
- Vyrao: This home and personal fragrance brand is rooted in wellness, setting out to fuse energetic healing with master perfumery and viewing scent as a key well-being tool.
- Grown Alchemist: The Australian skincare brand has significantly expanded its UK presence with this launch. Known for combining natural botanical ingredients with biotechnological innovation, its space within the studio is a prime example of the new experiential retail theatre.
Experiential Retail and Wellness
The studio environment provides shoppers with comprehensive opportunities to experience products before purchasing.
For brands like Grown Alchemist, this means hands-on product testing, sampling opportunities, and complimentary services, including hand massages. Crucially, customers can also access a Skin Diagnostic Tool to identify their skin’s specific needs and receive tailored product recommendations.
Complementing the retail aspect, Liberty has introduced a bespoke Grown Alchemist treatment menu within its Queen Mary treatment room. These targeted treatments, which are redeemable against purchases, utilise advanced skincare techniques such as lymphatic drainage, myofascial release, and sculpting massage. These therapies align with the brand’s philosophy of holistic wellbeing by enhancing circulation and delivering visible skin renewal.
The opening of The Beauty Studio underscores Liberty’s commitment to providing customers with access to “the most forward-thinking names in beauty and wellness”, successfully marrying “retail theatre, experience, and innovation”.
