Noted Aromas secures £31M buyout to fuel global eCommerce expansion

Durham-based fragrance brand Noted Aromas has secured a £31 million management buyout. The deal is backed by NVM Private Equity and eCommerce specialist eComplete. Investors believe the company has strong potential for global expansion.

The transaction marks a major shift for the fast-growing direct-to-consumer brand, with new leadership now in place.

NVM Private Equity and eComplete have joined forces to fund the buyout, bringing both financial backing and industry expertise. eComplete, the majority shareholder behind The Beauty Tech Group PLC, previously took the company public on the London Stock Exchange with a £300 million valuation. Their involvement signals confidence in Noted Aromas’ future.

Megan O’Sullivan, a seasoned executive from the beauty and eCommerce sector, has been named managing director. She previously held senior roles at THG and Glossybox, bringing experience in scaling digital-first brands. O’Sullivan described the investment as a transformational moment for the company, predicting rapid growth and international expansion.

Mauro Biagioni of NVM Private Equity highlighted the brand’s global potential, emphasising the strength of combining NVM’s resources with eComplete’s eCommerce expertise. Andy Duckworth and Paul Gedman, representing eComplete, also expressed enthusiasm for the partnership. They noted the significant opportunity ahead for Noted Aromas in international markets.

The £31 million deal positions Noted Aromas for accelerated growth under new leadership. With backing from NVM and eComplete, the brand plans to expand its direct-to-consumer commerce business globally. The appointment of O’Sullivan and the financial support from experienced investors set the stage for the next phase of development.