When Sasha Muir moved from England to the United States, she was shocked at the number of toxic ingredients in beauty products. She saw the need for a new brand of hand and nail care products that combined high fashion and health and set about building butter LONDON.
butter LONDON nail colours are "3 Free"—that is, they're made without toluene, phthalates, or formaldehyde. What’s so bad about these ingredients? Formaldehyde is a carcinogenic substance that can be released by chemicals in hair products, nail products, moisturizer, mascara, foundation, and eye shadow. A growing number of studies link phthalates to male reproductive system disorders, according to the Environmental Working Group (EWG), a U.S. nonprofit health advocacy group. Dibutyl phthalate, a chemical commonly used in nail polishes, is a known carcinogen associated with genital abnormalities in infants, testicular cancer, and endocrine disruption leading to the development of breast cancer. And toluene is a nervous-system toxin used as a solvent in paint thinner, dyes, explosives, detergents, rubber, and antifreeze (as well as nail polish and lacquers). butter LONDON was the first company to sell nontoxic nail lacquer in the United States.