Fragrance house

Liberty Lifestyle

Liberty Lifestyle is an Indian fragrance and lifestyle brand created by Liberty Shoes as the group’s lifestyle division. Its parent company traces its roots to a small shoe-manufacturing operation begun in Karnal in 1954; Liberty Lifestyle formally commenced operations on 17 October 2018, marking Liberty’s diversification from footwear into lifestyle retail, with fragrance as its first major category. The brand introduced its fragrances as “imagined in India, crafted in France,” with French perfumers developing scents shaped by Indian weather and culture while combining modernity with Indian rootedness. Its public identity centers on freedom and experimentation, expressed through the “Scent of Freedom” positioning and an aim to bridge tradition and modernity. Developed with Firmenich, the initial October 2018 launch included fragrances for men and women. Oud is the clearest defining fragrance theme in the brand’s story, with OUD Gold highlighted as a unisex scent and the origin narrative centered on bringing an oud perfume to India.