Independent beauty brand Butter London continues to advance its portfolio with a selection of brand new, high-performance products for Spring 2015 in both the nail and makeup categories. This season, the Seattle-based company, which is popular at prestige outposts like Ulta, is rolling out Iconoclast Mega Volume Lacquer Mascara, Infinite Lacquer Liner, eight Bloody Brilliant Lip Crayons and 14 shades of a revolutionary new lacquer called Patent Shine 10X.  
 
“Our new Patent Shine 10X nail lacquers have two unique technologies that lead to the long wear and superior shine of the formula,” according to Sarina Godin, vice president, product development and marketing at Butter London. ”One is a radiant curing technology so that you only need natural light to cure the lacquer giving it that cushion shine like a gel manicure. The other is a shock resistant technology which gives a flexible finish to the lacquer making it chip resistant and aiding in the long wear.”
 
Godin added that the lacquer is also infused with bamboo extract for strengthening and diamond powder extract for brightening. The brand is already known for its “three-free” formulations and unique product names such as the bestselling Yummy Mummy, Union Jack Black and Hen Party.
 
Butter London is celebrating its 10th anniversary this year. It was founded in 2005 by Sasha Muir, a British entrepreneur, who spotted a gap in the prestige beauty marketplace. With the help of Nonie Creme, London’s premier fashion manicurist, Muir successfully built the company into an influential, high-design, nail lacquer brand. Since then, it has been at the forefront of fashion, recognized worldwide for its catwalk colors and innovative formulations.
 
The brand's global color ambassador Katie Jane Hughes is a key proponent of trendspotting during Fashion Week and is the unofficial face of Butter London. Hughes has established an impressive list of clientele that includes the best of British photographers, celebrities and fashion brands such as Charlotte Olympia, Agent Provocateur, Rankin, Amber Le Bon, Daisy Lowe, Alice Dellal, Harrods and Alice Temperley. She has led the teams backstage at London and New York fashion week for shows such as Erdem, Louise Gray, Matthew Williamson, Roland Mouret, Altuzarra, Rachel Roy, Prabal Gurung, Nicole Miller, Preen, Band of Outsiders and Erin Fetherston.
 
During the past few years, Butter London has expanded its color cosmetics offerings. According to Godin, the new lip crayons were developed as a 3-in-1 product. She told Happi.com,
 
“They have the opacity and wear of a lipstick, the shine of a gloss and the control of a lipliner,” she told Happi.com. “These lip crayons are also infused with mango seed oil and marula oil for added moisture and antioxidant defense.”
 
As for the longwearing mascara, it is formulated with Patent Shine Fusion Polymers (also used in the eyeliner) and a unique blend of shea, murumuru, mango and cupuacu butters and vitamin B. The company contends it delivers 300% more volume with just one coat.
 
The brand’s online hub is illustrious; it features everything from lacquer of the week to a beauty blog to an outlet for bargain giftsets. Celebrity fans of the brand include Emily Blunt, Emmy Rossum, Kerry Washington, Solange Knowles and Naomi Campbell, to name a few.
 
More info: www.butterlondon.com