butter LONDON Drops Its Most Advanced Nail Formula Yet: Pure Colour 21X Collection Expands to 34 Shades This Fall

Revolutionary 21-free formula with nail-strengthening ingredients launches with autumn's most coveted color palette—including 4 exclusive shades only available in PC21X 

LONDON & NEW YORK – 8-12-25 – Clean beauty pioneer butter LONDON today announces the highly anticipated expansion of its Pure Colour 21X (PC21X) collection, launching 34 stunning shades this fall including four colours exclusive to PC21X. The brand's most technologically advanced nail lacquer to date combines skincare-inspired ingredients with professional-quality color payoff in a revamped component, delivering what CMO Julie Campbell calls "the perfect package for nail enthusiasts, and the perfect product line for our 20th anniversary year.” 

The Formula Innovation Beauty Editors Are Talking About 

PC21X represents a significant leap forward in clean nail technology. The revolutionary formula features a breakthrough blend of wakame bioactive, hibiscus extract, and Vitamin E that actively strengthens and repairs nails with each application. 

"We've essentially created a nail treatment that happens to deliver incredible color," explains Campbell. "Traditional nail polish, gels and acrylics can weaken nails over time, but PC21X actually improves nail health. Combine that with our enhanced brush and it's a complete category disruption." 

The 21-free formula eliminates harmful toxins while delivering:

• One-coat opacity with streak-free application

• Up to 10 days of chip-resistant wear

• Quick-dry technology that sets in 60 seconds

• Curved brush design for professional-level precision

Fall's Most Covetable Colour Story 

The 34-shade collection captures autumn's mood with sophisticated depth and unexpected brights: 

Exclusive PC21X Shades:

• "Amber Coast" - A rich amber brown with flecks of gold

• "Dusk in Devon" - A muted blue with hints of blackberry

• "Piccadilly Prawn" – A stunning coral that’s perfect summer to fall transition shade

• "Blustery Day" - A warm stone grey for a modern take on a neutral classic

Editor Favorites Include:

• Classic reds reimagined with modern undertones

• Elevated nudes that photograph beautifully

• Statement burgundies and deep teals

• Unexpected metallics with wearable sophistication

Clean Beauty Meets Performance 

At a time when consumers are increasingly conscious about ingredient safety, PC21X delivers both clean formulation and professional results. The vegan, cruelty-free formula proves that effective nail care doesn't require compromise. 

"The clean beauty movement has transformed skincare and makeup, but nail polish has lagged behind," notes beauty industry analyst [Name]. "butter LONDON is closing that gap with a formula that's genuinely innovative, not just marketing." 

Accessibility Meets Luxury 

Priced at $14 USD, each bottle delivers over 100 applications—translating to approximately 14¢ per manicure. This positioning makes professional-quality nail care accessible while maintaining the luxury experience butter LONDON customers expect. 

Availability:

• Online: butterLONDON.com

• Launch Date: 8.12.25

• Special Launch: VIP members receive early access plus VIP benefits

About butter LONDON 

Founded in 2005, butter LONDON has established itself as the clean beauty authority in nail care, pioneering trends from the original 3-free formula to fashion-forward color curation. The brand's British heritage and rebellious spirit continue to influence beauty culture worldwide, with products available in over 30 countries. 

High-res images, product samples, and interview opportunities available upon request. 

MEDIA CONTACTS: 

Press Inquiries: Amy Fisher, afisher@astralbrands.com  

Product Information: Kelly Eisenberg, Sr. Director of butter LONDON, keisenberg@astralbrands.com  

Social Media: Instagram: @butterlondon TikTok: @butterlondon #PC21X #PureColour21X