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Private Equity Firm Invests in Butter London



Published July 23, 2014
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Encore Consumer Capital has made a majority investment in the indie beauty brand Butter London. Under the terms of the agreement, the private equity investment firm, will form a partnership to help develop and market the Seattle-based company.

Butter London was founded in 2005 by Sasha Muir, a British entrepreneur, who successfully built the company into an influential, high-design, nail lacquer brand. Famed for pioneering "3 Free" nail care in the service sector, today Butter London is recognized around the world for superb, unexpected colour and long-lasting, high-performing cosmetics and nail care products.

"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 Butter London President & CEO Leslie Freytag.

"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."


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