Acquisition History / NVM Private Equity; eComplete / Noted Aromas
NVM Private Equity; eComplete Acquires Noted Aromas
Announced December 2, 2025 — $41.9M
What happened
Noted Aromas is a Durham-headquartered direct-to-consumer brand selling affordable fragrances made in the UK. NVM Private Equity led a £31M management buyout together with eComplete, the e-commerce specialist behind The Beauty Tech Group (CurrentBody). Former THG executive Megan O'Sullivan was appointed managing director.
- Acquirer
- NVM Private Equity; eComplete
- Target
- Noted Aromas
- Announced
- December 2, 2025
- Price
- $41.9M
- Industry
- Direct-to-consumer fragrance brand
- Buyer type
- Private equity
- Backing investors
- NVM Private Equity, eComplete
- Status
- Closed
By the numbers
Frequently Asked Questions About This Acquisition
When did NVM Private Equity; eComplete acquire Noted Aromas?
NVM Private Equity; eComplete acquired Noted Aromas on December 2, 2025. This was NVM Private Equity; eComplete's 1st publicly tracked acquisition out of 1 we have on record.
How much did NVM Private Equity; eComplete pay for Noted Aromas?
NVM Private Equity; eComplete paid $41.9M for Noted Aromas.
What does Noted Aromas do?
Noted Aromas is a Durham-headquartered direct-to-consumer brand selling affordable fragrances made in the UK. NVM Private Equity led a £31M management buyout together with eComplete, the e-commerce specialist behind The Beauty Tech Group (CurrentBody). Former THG executive Megan O'Sullivan was appointed managing director.
What other Direct-to-consumer fragrance brand companies has NVM Private Equity; eComplete acquired?
Noted Aromas is NVM Private Equity; eComplete's only publicly tracked acquisition in Direct-to-consumer fragrance brand so far.