By  on February 21, 2014

Nonie Creme, the fashion-focused founder of prestige nail-cum-cosmetics brand Butter London, is starting a new mass-market venture in conjunction with TPR Holdings. Nonie Creme — Colour Prevails, which will be distributed in the U.S., U.K. and Canada in yet-to-be-finalized distribution, will be a robust line of painting-inspired products designed to encourage experimentation through color.

“The mass market has felt a little flat, and I think we can have some real fun and bring a huge amount of energy to that space by having something that isn’t pretending to be prestige at mass, but [rather] genuine prestige products presented in really well thought out customized packaging,” said Creme, who made a name for herself as one of the first lead nail artists to work behind the scenes at fashion week and various photo shoots.

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