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Can a Department Store Build Its Own Beauty Brand? Liberty Bets Yes.

The London-based retailer known for its mock Tudor facade has big ambitions for the beauty category with its new LBTY label. First up: a line of high-end fragrances inspired by the retailer’s renowned prints.
Liberty London's new line of high-end fragrances.
Liberty is launching a line of high-end fragrances under the brand name LBTY, each inspired by a different print from the retailer's archive. (Liberty)

Liberty London is coming for your makeup bag.

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