Butter London announced private equity firm Encore Consumer Capital has made a majority investment in the indie beauty brand. Under the terms of the agreement, Encore Consumer Capital will form a partnership to help develop and market the Seattle-based company.
Butter London is a nail care-focused brand was founded in 2005 by Sasha Muir, a British entrepreneur, who successfully built the company into an influential, high-design, nail lacquer provider. "We are very excited to be working with Encore, who have a proven track record in growing brands into category leaders while maintaining the integrity and identity of the brand. This partnership will allow us to continue to bring the highest quality products to our customers with speed, quality and care," says Leslie Freytag, Butter London’s president and CEO.
"We are excited to begin our partnership with the great team at Butter London to help build upon the brand's attractive and unique positioning in the prestige beauty industry," says Kevin Murphy, managing director at Encore Consumer Capital. "We look forward to supporting the company's introduction of great new products and engagement with its valued retailer partners to drive the brand's growth."