TPR Holdings has signed an agreement with Nonie Crème, former founding creative director at Butter London, to create a new brand called Nonie Crème—Colour Prevails. The brand, which will encompass all the categories of beauty, is set to hit the US market in January before rolling out to the UK and Canada, according to TPR.
“We are incredibly excited to be working with Nonie Crème,” said Brian Robinson, president of TPR Holdings. “Nonie is a true color mastermind. She pioneered the concept of color mixing within the nail category. We believe her color and creative authority speaks across the entire beauty spectrum.”
“It’s not often you get the opportunity to give such a large audience the tools they need to create, play with, and re-invent their beauty style,” said Crème. “I’m hugely honored to be a part of the TPR family, and look forward to making all sorts of mischief with color!”
To support the new launch, TPR Holdings plans to unveil a new digital platform to showcase the brand’s identity and offer visitors direct access to product news and brand background information. Through a new website and social media pages including Facebook, Twitter, Instagram, Pinterest and YouTube, consumers can tap into their own inner artist through expert advice, application tricks and how-to videos to easily re-create new looks at-home and push their own beauty boundaries.
TPR Holdings LLC is a New York City-based investor and operator in the consumer products industry. TPR principals have founded and developed such international brands as Zirh Men’s Skincare, John Varvatos Fragrances and French Connection Beauty. TPR owns oral care brand Sweet Breath and fragrance oil house, Trilogy.
TPR recently acquired the cause-related beauty license for Susan G. Komen for the Cure and Oscar Blandi Hair care.