Beauty Pie To Open First Permanent Retail Space at Liberty

Beauty Pie is moving into Liberty next month, marking the members' club brand's first permanent space in a major retail destination.

The brand, founded by Marcia Kilgore, will open in the Liberty Beauty Hall on 8 May, followed by a shoppable pop-up in the store's central atrium from 12 May. The dual site activation will carry a curated edit of hero products across skincare, makeup, devices and body.

Beauty Pie has operated as a direct-to-consumer members' club since launch, selling what it describes as luxury-grade formulas at insider pricing for paying members. The Liberty move is the clearest signal yet that the brand is willing to sit on a traditional retail shelf, albeit on its own terms. Customers will be able to sign up to Beauty Pie+ in store to unlock member pricing on the spot, while non-members can browse at guest prices.

Kilgore said the pairing made sense on brand fit. "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, framed the deal as a step change for both sides. "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.

The move places Beauty Pie alongside the prestige brands it has spent the best part of a decade pricing against, inside a store known for curated independents and directional design. For Liberty, it adds a membership-led proposition to a Beauty Hall that has increasingly leaned into discovery brands. For Beauty Pie, it is a test of whether a model built on bypassing traditional retail mark-ups can work inside one of the most closely-watched beauty halls in the country.