What: The British department store is launching its own beauty brand, LBTY, which will debut a line of 5 high-end fragrances. Each perfume is inspired by a different print from the fabric prints the company is so well-known for. The 100ml scents will debut in October in Liberty’s London flagship and website, priced at GBP 225, or just over USD 285.

Why it is important: Fragrance is only the beginning of the company’s beauty ambitions as there are plans to build out a full beauty offering spanning skincare and makeup. They consider the brand as global and able to live outside of the department store model.

Building out a beauty offering is part of a broader strategy at Liberty as it finds new avenues of growth. The company has had success branching out into new categories like bags and swimwear, leveraging its signature prints. Beauty is more challenging venture but it is Liberty’s most significant category, accounting for just under 40% of total retail sales annually.

Liberty bets on building its own beauty brand