Launched in October 2023, LBTY. Fragrance is Liberty’s most significant beauty launch in over a century. In under three years, the brand has establishing itself as the bestselling fragrance range at Liberty.

Rooted in Liberty’s iconic print archive, LBTY transforms visual artistry into scent. Each of the ten fine fragrances – alongside a complementary candle collection – is created in collaboration with world-renowned perfumers, translating historic designs into modern, genderless compositions. This art-first approach disrupts traditional fragrance development, replacing trend-led launches with culturally driven storytelling.

The LBTY brand extends beyond scent. From immersive retail activations to artist collaborations – including a Royal Academy Schools partnership – the brand has reshaped how consumers experience fragrance as wearable art. Unexpected pairings such as violet with oud and strawberry with leather challenge category norms while maintaining commercial appeal.

The impact has been swift. Now available internationally across the US and Europe, as well as key boutique online retailers, LBTY has rapidly built global momentum. Through a balance of artistry and commercial strength, LBTY has carved out a distinctive space within the UK fragrance landscape.