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.

This story first appeared in the February 21, 2014 issue of WWD. Subscribe Today.

“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.

“It’s not a big secret that I cut my teeth backstage, grew up as a fashion kid in London backstage on shoots and shows, and I was fortunate to be adopted early when nails weren’t even a thing,” said Creme. “I was able to zero in on the fact that someone needed to be there [to give models a manicure]. You can’t have [Mario] Testino shooting a model with dirty skanky nails.”

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According to Brian Robinson, president of TPR Holdings, the line, which is due to be launched in January 2015 and will consist of between 140 and 170 color, hair and nail stockkeeping units, will be promoted heavily through digital.

“Social media is going to be a big part of what we do, especially for the type of consumer that Nonie reaches,” said Robinson. “In parallel to the beauty industry’s move to online and mobile, we are going to use a lot of different methods to communicate like training videos, video chats and personal appearances. The fact that we have such wide distribution will allow us to do a lot more.”

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