Who made it
Nonie Creme.
She built Butter London from a manicure table in a London subway station into a $20M beauty empire. She's done nails for Madonna and Vogue. Then she saw what the beauty industry refused to build — and she built this.
"I was 22. $200 in London. No visa. I stood outside subway stations offering manicures. I did nails for Madonna. I built Butter London, sold it for $20M. Now I'm 54. And I'm asking — why do we whisper about vulvar care? I partnered with an organic chemist because your most intimate skin deserves better. This is I Love Me. And this is unapologetic."
"I was 22. $200 in London. No visa. I stood outside subway stations offering manicures. I did nails for Madonna. I built Butter London, sold it for $20M.
I learned in the beauty industry that we tell women to spend $200 on face serum but to ignore the skin that causes them the most pain. That's backwards. After Butter London I could have retired. But I kept meeting women — my age, my daughter's age — suffering in silence with dryness, tearing, irritation. Doctors weren't helping. The products that existed were either medical and shameful, or 'feminine' and useless.
So I made what I wished existed: luxury intimate care with the ingredient integrity of clean beauty and the unapologetic voice of a woman who built her first company with nothing. Because caring for yourself is not vanity. It's power."
I learned in the beauty industry that we tell women to spend $200 on face serum but to ignore the skin that causes them the most pain. That's backwards. After Butter London I could have retired. But I kept meeting women — my age, my daughter's age — suffering in silence with dryness, tearing, irritation. Doctors weren't helping. The products that existed were either medical and shameful, or 'feminine' and useless.
So I made what I wished existed: luxury intimate care with the ingredient integrity of clean beauty and the unapologetic voice of a woman who built her first company with nothing. Because caring for yourself is not vanity. It's power."
"Houston to London. Punk girl with $200 and no visa. I started outside subway stations, offering manicures to people going home. Madonna sat in my chair once. Vogue called. Somewhere in there I built Butter London — the nail polish brand that took over the beauty counter — and sold it for $20M.
I could have stopped. I didn't want to. I started noticing that the same industry that told women to spend $200 on a face serum told them nothing at all about the skin that causes the most pain. My friends started quietly asking questions their gynecologists brushed off. I started reading papers. Then I called an organic chemist.
Two years later, this balm. Clinically tested. Leaping Bunny certified. Female Minority Owned. Formulated around a dual-mechanism anti-Candida system no competitor has. Made for the 22-year-old me who had no safety net, and the 54-year-old me who refuses to be invisible.
This is for all of us."
I could have stopped. I didn't want to. I started noticing that the same industry that told women to spend $200 on a face serum told them nothing at all about the skin that causes the most pain. My friends started quietly asking questions their gynecologists brushed off. I started reading papers. Then I called an organic chemist.
Two years later, this balm. Clinically tested. Leaping Bunny certified. Female Minority Owned. Formulated around a dual-mechanism anti-Candida system no competitor has. Made for the 22-year-old me who had no safety net, and the 54-year-old me who refuses to be invisible.
This is for all of us."