Liberty London is endorsing eco-friendly, cruelty-free brands with the launch of its annual Conscious Beauty Campaign.
Brands poised to take centre stage as part of the initiative include: Votary, 100 Bon, Corpus, Aveda, Herbivore, Ren Skincare, Le Labo, Sana Jardin, Davines, Kester Black, Seed to Skin, Frank Body, Montamonta, Aurelia Probiotic Skincare, The Humble Co., Aime, Austin Austin, Senteurs D’Orient, Claus Porto and Truthbrush.
“The Conscious Beauty Campaign was formed in response to the recent changes within the beauty industry,” said Lisa Clemenger, Liberty’s Visual Concept Manager.
“More customers are searching for new, natural ingredients which are not only good for their skin but also the environment.”
Creators making the retailer's window display
According to the brand, its website has seen an increase of more than 135% in searches for vegan beauty since last year.
Meanwhile, sales for conscious beauty brands in-store and online has increased by 43%.
As part of the initiative, Liberty’s Regent Street store has created a window display made from recycled, biodegradable and sustainable materials, including pressed rose petals, repurposed hay and seaweed.
Clemenger added: “For the window campaign, we wanted to challenge ourselves and seek out materials which comply with the ethos as the campaign.
“This meant the creative was strongly led by the textures and materials found within our research.”