Butter London inks investment partnership with Encore Consumer Capital

SEATTLE — Indie beauty brand Butter London has announced that private equity investment firm Encore Consumer Capital has made a majority investment in the company and will form a partnership to help develop and market the Seattle-based brand.



Butter London was founded in 2005 by British entrepreneur Sasha Muir, who built the company into a high-design nail lacquer brand and is famed for pioneering "3 Free" nail care in the service sector.



"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," stated Leslie Freytag, Butter London 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," added 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."