Beauty Pie Opens First Permanent Location Inside Liberty London

Beauty Pie is arriving at Liberty, marking the brand's first standalone space in a major retail destination.

The members-based brand has taken up permanent residence in Liberty's Beauty Hall and taken over the store's central atrium with a fully shoppable pop-up, in a dual-space activation that brings together loyal members and new customers in one location.

The curated edit will span hero products across skincare, makeup, devices, body and more. Customers will also be able to sign up to Beauty Pie+ in store for the first time, unlocking insider pricing and exclusive access on the spot. Existing members can shop at their usual prices, while new customers can browse at guest prices or join during their visit.

For Beauty Pie, the move is a step forward in the brand's wider mission to challenge industry mark-up norms and offer access to luxury-grade formulas at what it calls radically fair prices.

Marcia Kilgore, founder of Beauty Pie, said the pairing came down to a shared editorial sensibility. "Liberty has always been a champion of creative thinkers, a curator of the unexpected, a place where originality gets shelf space. It's the perfect place for Beauty Pie. And we're really excited to be moving in," she said.

Natalie Guselli, head of beauty at Liberty, said the launch marked a step change for the store's 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. 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," she said.

Beauty Pie works directly with leading labs to produce skincare, makeup, haircare and fragrance at member pricing, without the layers and mark-ups typically built into prestige beauty pricing.

Liberty has been a landmark of London creativity since 1875, with a Beauty Hall known for curated independents and directional design.