Butterfly Beauty LLC, the beauty firm founded by Robin Burns-McNeill earlier this year, has tapped Maureen Case as general manager, effective Dec. 1.

Case will replace Ginny Wright, who is no longer at the company, and report to Burns-McNeill, chairman, and Sam Ghusson, chief executive officer. Case is relocating to New York from Los Angeles, where she served as president of Violet Grey. Prior to that, she held leadership roles at Estée Lauder including president of specialty brands, which included Jo Malone London, Bobbi Brown and La Mer.

Butterfly Beauty took form earlier this year, a subsidiary of the firm Batallure Beauty that Burns-McNeill cofounded with Ghusson a decade ago. Butterfly is carving out a niche in the beauty space by developing, marketing and distributing fragrances for Derek Lam 10 Crosby, Robert Graham and, Elizabeth and James.

Butterfly looks to differentiate itself in the space by conceptualizing and bringing to market products in a different way than the traditional blockbuster designer fragrance. This could mean producing colognes in oversize 250-ml. bottles, in the case of Robert Graham, or ambitiously rolling out a collection of 10 scents under Derek Lam’s contemporary Derek Lam 10 Crosby label. As a way of advertising and promoting the fragrances via social media, a short movie was produced for each scent.

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July saw Butterfly’s most recent launch, two eau de parfums under the Elizabeth and James Nirvana fragrance brand: Elizabeth and James Nirvana Rose and Elizabeth and James Nirvana Bourbon. On Jan. 1, Butterfly Beauty took over the license for Elizabeth and James Nirvana fragrances from Kendo Beauty Brands, making this the first addition to the Elizabeth and James Nirvana range since it debuted three years ago.

“Today, consumers are responding to authentically innovative and organically envisioned [product], whether it’s packaging or formulation,” Burns-McNeill said during an interview this summer. “When you’re in very large companies you have to be more formulaic for different reasons, and when you’re in a private company you can make choices to break that formulaic.”

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