The news that butter LONDON is launching a cosmetics line might not mean much to the average label fan. After all, lines like The Pop Art already feature more than the usual classy nail polish shades. This time however, the brand has chosen to go a step beyond that and offer complete solutions makeup wise. So, get ready for bright cream blushes, buildable tinted lip balms, mascaras, eye pencils and cream eye shadows in addition to the fab nail polishes you've grown accustomed to in the upcoming butter LONDON Bespoke Colour Cosmetics collection.

The new line is inspired by hot fashion trends according to Leslie Freytag, president and chief executive officer of the company: “There was a huge opportunity for us to take our passion and experience with color and fashion and bring that to market in makeup. With everything we do, we are careful about ingredients, and also positioning the brand around fashion. We think of ourselves as Kate and Pippa,” she stated referring to the fact that the brand has steered clear from alleged carcinogenic from the very beginning.

The statement was strengthened by another statement, this time from the brand's global color ambassador, Katie Hughes: “The shades you’ll see in this collection are true to the brand in that they’re vibrant, unexpected and on trend, while our formulas are versatile, buildable, long-lasting and, of course, free of parabens and phthalates,” she stated. All the products from the line will be retailing for $20 or less and will have the “Rock Your Colour” tagline.

The new butter LONDON Bespoke Colour Cosmetics line will be launched in August in Ulta stores with additional rollouts in other locations, including Nordstrom, from September onward. To help familiarize customers with the products with multifunctional formulas from the new line, makeovers or 'rockovers' will be performed in select Ulta and Nordstrom by the brand's ambassador herself.

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butter LONDON Summer Holiday 2013 Nail Polish Collection

Photos: WWD