LONDON — Laura Simpson, managing director of Liberty’s in-house fragrance brand Lbty, has been named chief marketing officer of the store, effective immediately.
Liberty said in her expanded role she will lead brand, marketing and customer strategy across the group while continuing to drive the growth and development of Lbty, which launched in October 2023.
Simpson joined Liberty to launch and lead Lbty, a collection of high-end artisan scents with names, bottles and packaging that recall the fabrics from the store’s famous archive. Fragrances include Ianthe Oud, Hera Reigns, Liberty 1875 and Adelphi Sun.
Going forward, Liberty’s plan is to expand the fragrance collection and develop a wider Lbty beauty offer, as it builds up its overall beauty division.
The store has already opened the Fragrance Lounge on the lower ground floor and a concept space called The Beauty Studio on the ground floor. The latter is home to three indie brands — Violette_FR, Grown Alchemist and Vyrao — which see beauty and fragrance as a path to well-being.
Prior to joining Liberty, Simpson held senior leadership positions at Procter & Gamble, Coty and The Wella Company, where she spent 20 years leading strategy, innovation and commercial initiatives for professional beauty brands including Wella, Clairol and OPI.
The store said her appointment reflects Liberty’s “continued investment in brand building, customer experience and long-term growth, as the business looks to strengthen its position across retail, beauty and luxury lifestyle.”
Simpson said “Liberty has always stood for creativity, discovery and individuality, and I am incredibly proud to take on this expanded role. I am excited to help shape the next chapter of growth for both the beauty business and the wider Liberty brand.”
Adil Mehboob-Khan, Liberty’s chief executive officer, said Simpson “has been instrumental in the successful launch and growth of Lbty, demonstrating an exceptional ability to combine commercial performance with brand-building and customer engagement.”
He added: “As we look to the future, her expanded role will be critical in ensuring we continue to strengthen Liberty’s position as one of the world’s most distinctive retail destinations.”
