Fragrance house

Liberty Beauty

Liberty Beauty is associated with a design-led tradition that began in the original Liberty business, which sold ornaments, fabrics and objets d’art sourced from around the world. That approach later became associated with the Liberty Style in Italy’s Art Nouveau movement. Liberty was relaunched by MWB in February 2009 as part of a business turnaround before its subsequent sale. Its public creative identity is built around art, design, collaboration and a historic print archive; the identity was redesigned in 2020, with archival discoveries serving as starting points for later brand work. In 2023, Liberty launched LBTY Beauty, beginning with a fragrance collection inspired by prints from the archive. The collection debuted with five gender-neutral fragrances created by selected perfumers. Within that collection, Zephirine is identified as a bestseller and linked to the 1889 “Eden’s Awakening” print; Frank Voelkl created the fragrance.