BEAUTY PIE has opened a new permanent “clubhouse” shop in a shop at Liberty London, and to celebrate it has turned the store’s central Atrium into a limited time “No Coffee, Just Cream” bar where visitors can pick up free “cream shots” until 31 May. The activation plays with coffee culture visuals but swaps espresso for samples of the brand’s bestselling face and body creams, served in tiny takeaway style cups.
What “No Coffee, Just Cream” actually is
According to Liberty and Beauty Pie, the Atrium takeover is set up like a minimalist coffee counter in the middle of the store. Instead of ordering a drink, shoppers are invited to:
- Choose from a selection of most iconic, bestselling face and body creams from Beauty Pie.
- Have a sample dispensed into an “espresso cup”, which is really a small reusable sample pot branded like a takeaway cup.
- Take the “shot of cream” away to try at home, turning a quick stop in the Beauty Hall into a small ritual and discovery moment.
Liberty describes it as: samples of some of Beauty Pie’s “most iconic, bestselling face and body creams” being dispensed into “takeaway cups aka sample pots for Liberty shoppers to enjoy.”
Dates, location and how to visit
- Location: Liberty London Atrium, within the Beauty Hall at the Great Marlborough Street / Regent Street store.
- Dates: The No Coffee, Just Cream takeover runs until 31 May.
- Permanent presence: Alongside the pop up bar, Beauty Pie’s new permanent counter / clubhouse shop in a shop is now installed on Liberty’s beauty floor and will remain after the takeover ends.
Creators who have visited describe walking straight into the Atrium and seeing a central island styled like a coffee kiosk, surrounded by shelves of the brand’s skincare and body care.
What you can try
Liberty’s event page and social posts highlight that the bar focuses on hero moisturisers and body creams from Beauty Pie’s lineup. While the exact menu can vary, influencers and visitors mention:
- Rich, barrier focused face creams and a selection of hydrating body creams being dispensed on rotation.
- Staff on hand to talk through textures, ingredients and how to layer products as part of a full routine, mirroring the “skincare ritual” storytelling from the campaign.
The brand frames the bar as a way to celebrate small moments of indulgence the idea that taking 30 seconds to apply a luxurious cream can “transform a day,” just like a favourite coffee break.
Why this launch matters for Beauty Pie
This is a significant physical retail step for Beauty Pie, which built its name as a direct to consumer, membership based beauty brand. The Liberty partnership gives it:
- A high visibility central London presence in one of the city’s most famous beauty halls.
- A chance to reach non members and tourists who may discover the brand in store first, then explore the membership model later.
- A platform to underline its sensorial, “treat yourself” positioning in a playful, highly Instagrammable way.
Liberty’s own materials say the installation “celebrates the launch of its permanent concession at Liberty and some of their most iconic, bestselling face and body creams.”
Creative partners behind the takeover
The LinkedIn post credits the Liberty team for backing what Beauty Pie calls a “slightly wild concept,” and the fabrication/installation partner TonyG Ltd for delivering the physical build. Posts from visitors and beauty editors describe:
- A clean, sculptural bar structure in the Atrium with branded graphics, cup stacks and product testers.
- A layout designed to stop foot traffic, encourage photos and make it easy to linger and chat with Beauty Pie staff.
In other words, it’s not just a sampling table; it behaves much more like a mini café experience transplanted into the middle of a luxury department store.
