British entrepreneur Sasha Muir, who saw a gap in the marketplace for luxurious yet affordable nail services, founded butter LONDON in 2005. To help her realize this vision, Sasha asked industry veteran Nonie Creme, London's premier fashion manicurist, to partner with her. With years of experience, Creme's color expertise was quickly put to use in the development of a unique, cutting-edge, and high fashion collection of lacquers and products. By transforming catwalk trends to custom nail color palettes, butter LONDON has developed a passionate following. butter LONDON products are formulated without the use of the harmful ingredients like formaldehyde, toluene, DBP, or parabens.