NVM Private Equity and eComplete have backed a £31 million management buyout of Noted Aromas.

Durham-based Noted Aromas is a rapidly scaling direct-to-consumer fragrance brand.

eComplete is an eCommerce specialist and majority shareholder behind The Beauty Tech Group PLC – the parent company of CurrentBody – which was admitted to the London Stock Exchange in October with a market capitalisation of £300m.

As part of the pre-deal process, Megan O’Sullivan has been appointed managing director, bringing strong leadership credentials from the eCommerce and beauty space, having held several senior roles at THG.