What: Liberty transforms its former chocolate shop into The Beauty Studio, offering niche beauty brands and holistic treatments to meet evolving customer demands.

Why it is important: This move reflects the growing trend of experiential and wellness-driven retail, aligning with consumer demand for creativity and individuality.

Liberty has unveiled The Beauty Studio, a concept space situated in its former chocolate shop, now dedicated to innovative beauty and wellness experiences. The studio features three exclusive brands—Violette_FR, Grown Alchemist, and Vyrao—each bringing a unique approach to beauty that emphasizes well-being, creativity, and self-expression. Violette_FR, led by founder Violette Serrat, offers a UK-exclusive concept space and a collaborative capsule collection with Liberty, while Grown Alchemist introduces biotech-driven skincare treatments and holistic consultations, marking its first in-store service offering at Liberty. Vyrao, focused on energetic healing, incorporates Herkimer diamond crystals into its fragrances, reinforcing the studio’s commitment to sensory and emotional well-being. The Beauty Studio’s launch responds to significant growth in the beauty category, with double-digit sales increases and rising demand for niche, sensorial, and wellness-driven brands. By curating exclusive partnerships and immersive services, Liberty positions itself as both curator and creator in luxury beauty, catering to customers seeking products and experiences that align with their values and individuality.

IADS Notes: Liberty’s approach mirrors industry trends observed at La Samaritaine, where curated beauty offerings drive engagement (Fashion Network, April 2025), and at Nordstrom, which integrated wellness services to elevate the retail experience (Forbes, March 2025). The transformation of Liberty’s physical space aligns with the experiential retail surge noted in Santa Monica (Los Angeles Times, March 2025) and broader strategies highlighted in The Robin Report (January 2025). The focus on creativity and values-driven purchasing reflects the preferences of Gen Z and younger consumers, as highlighted in Vogue Business (November 2024) and BCG (May 2025).

Liberty opens The Beauty Studio, focused on body, mind and creativity