Big News! butter LONDON Pure Colour 21X™ Named a CEW Beauty Awards Finalist 🏆

When industry insiders, top beauty editors, and seasoned cosmetic executives vote on the single best product launches of the year, getting recognised is the ultimate badge of honour.

We are beyond thrilled to announce that butter LONDON Pure Colour 21X Nail Lacquer has officially been named a Finalist in the prestigious CEW (Cosmetics Executive Women) Beauty Awards!

Often referred to as the "Oscars of the Beauty Industry", the CEW Beauty Awards celebrate products that blend innovation, performance, and uncompromised quality. To be named a finalist among the best of the best is a huge milestone—and a testament to our commitment to high-performance, skin- and nail-caring formulas.

Here is a look behind the scenes at why beauty experts are obsessed with Pure Colour 21X™, and how this groundbreaking formula is redefining at-home manicures.

What Makes the CEW Beauty Awards So Special?

The CEW Beauty Awards are unique because they are voted on by thousands of beauty industry professionals—the very executives, chemists, creators, and editors who know cosmetics inside and out.

When a product earns a CEW Finalist seal, it isn't just following a trend. It means the formula has been rigorously tested against industry benchmarks and proven to deliver exceptional performance, payoff, and innovation.

"The CEW Finalist badge tells beauty lovers everywhere that a product doesn't just look pretty on a shelf—it delivers real, proven results."

Why Pure Colour 21X Captured the Industry's Attention

For years, beauty lovers faced a frustrating trade-off: choose traditional nail polish and deal with streaky coverage and dull wear, or get a gel manicure that requires harsh UV lights, long salon appointments, and eventual nail damage.

We created Pure Colour 21X to completely eliminate that compromise.

Here is what sets the Pure Colour 21X formula apart in the finalist category:

1. The 21-Free Standard 

We believe clean beauty should never mean sacrificing salon-quality performance. Pure Colour 21X is formulated under our strict 21-free standard, meaning it is made without 21 harsh or controversial ingredients commonly found in nail polish (including formaldehyde, toluene, DBP, and camphor). It’s clean, vegan, cruelty-free, and enriched with nail-caring ingredients to keep your natural nail bed healthy.

2. Plush, Gel-Like Shine (Without the UV Lamp) 

You don't need a UV light or a trip to the salon to achieve that plush, cushiony, high-shine gel look. Pure Colour 21X dries with a brilliant, glass-like reflection that mirrors a professional gel set—minus the dehydration, soaking, or scraping during removal.

3. Rich, One-Stroke Pigment 

Say goodbye to thin, sheer, or streaky polishes that require four coats just to look rich. Our high-density pigment system lays down bold, full-coverage colour in just two effortless coats. 

4. The Precision Fan Brush 

Half of a great manicure comes down to the tool. Pure Colour 21X features our custom precision fan brush, designed to curve perfectly around your cuticle line. It holds just enough polish to glide down the nail bed in one fluid stroke—meaning zero cuticle flooding and clean, professional edges every single time.

Elevating the At-Home Manicure Experience

At butter LONDON, our goal has always been simple: empower you to create effortless, salon-level manicures from the comfort of your own home (or kitchen table!).

Pure Colour 21X makes luxury nail care accessible, whether you're brushing on a classic full-coverage shade or pairing rich tones together for minimalist nail art. Combined with our double-sided Nail Scrubber Wipes for quick, damage-free removal, keeping your nails healthy and polished has never been easier.

Shop the Award-Nominated Formula

We want to extend a massive thank you to our incredible community and the CEW judges for this honour!

If you haven't experienced the high-shine, clean performance of Pure Colour 21X yet, now is the perfect time to discover why it’s officially an industry favourite. Ready to upgrade your manicure routine? Explore the full collection.