Beauty Pie Gets Physical at Liberty

After nearly a decade as a digital-only disruptor, Beauty Pie is stepping onto the shop floor with a permanent residency at Liberty, opening next month.

The British beauty brand will be located in Liberty’s Beauty Hall, joining a lineup that mixes established names with emerging brands, including La Mer, D.S. & Durga, Irene Forte, and Bibbi. A secondary activation will follow from 12 May, when Beauty Pie takes over the store’s central atrium with a fully shoppable pop-up.

Founded by Marcia Kilgore, Beauty Pie has built its business around a membership model that gives customers access to a wide range of beauty products at reduced prices. The company works directly with manufacturing labs to develop its ranges, bypassing traditional markups. The Liberty space brings that model into a physical setting. Existing members can shop a curated edit of hero skincare, makeup, devices, and bodycare at their usual prices, while non-members can browse at guest rates or join in-store.

“Liberty has always been a champion of creative thinkers, a curator of the unexpected, a place where originality gets shelf space,” says Kilgore. “It’s the perfect place for Beauty Pie. And we’re really excited to be moving in.”

For the London department store, the partnership adds a new dimension to its beauty offering, which has increasingly focused on experiential retail and discovery-led shopping within its Beauty Hall.

“We’re incredibly excited to welcome Beauty Pie to Liberty — this is a major milestone for the brand and a truly exciting moment for our Beauty Hall,” says Natalie Guselli, Head of Beauty at Liberty. “As their first permanent space in a leading retail destination, it marks a significant step change, bringing their disruptive approach to beauty to life in a new and immersive way. It’s a brilliant addition to our edit, reinforcing Liberty as a destination for discovery and innovation.”

Beauty Pie makes its Liberty debut on 8 May. Until then, the brand remains available via beautypie.com, with delivery across the UK and US.