Durham-based Noted Aromas secures multi-million investment

Noted Aromas, based in Durham, received the £31 million management buy-out (MBO) investment from NVM Private Equity and eComplete.

NVM is a regional private equity provider, while eComplete are e-commerce specialists and the majority shareholders behind The Beauty Tech Group PLC.

Mauro Biagioni, Investment Partner of NVM Private Equity, said: “We are delighted to back Noted Aromas at this pivotal stage.

“The business has already proven its ability to attract and retain a loyal customer base and with the combined resources of NVM and eComplete backing Megan, we believe Noted has significant potential on an international scale.”

Noted Aromas is a direct-to-consumer fragrance brand in the designer-inspired fragrance market.

The company produces UK-manufactured scents and has built a growing customer base drawn to its affordable luxury offering.

As part of the pre-deal process, Megan O’Sullivan was appointed Managing Director of Noted Aromas.

Ms O’Sullivan has held several senior roles at THG and brings significant experience from the e-commerce and beauty sectors.

She said: “This investment marks a transformational moment for Noted Aromas and I am delighted to be leading the team as we embark on a period of rapid growth and internationalisation.”

In a joint statement, they said: “This marks our second deal with NVM, and we are delighted to be partnering with the team again.

“Noted Aromas possesses the hallmarks of an early disruptor with a large global opportunity ahead.

“We look forward to sharing early progress updates throughout 2026.”

Noted Aromas and its investment backers believe there is significant opportunity for the brand to expand internationally and continue building on its success in the UK market.