eComplete adds Noted Aromas to its portfolio of brands. The deal is the second transaction in partnership with NVM Private Equity.WHO: UK-based Noted Aromas was launched in 2022 by brothersThomas and James Gibson with the aim of making high-quality fragrance accessible to everyone. Instead of reinventing the wheel, the direct-to-consumer brand says it’s focused on making fragrances people already love, but that they can now afford.eComplete Group  is an e-commerce growth partner and investor, offering comprehensive services across every facet of e-commerce. Founded in 2021 by former THG C-suite executives Paul Gedman and Andy Duckworth, the company is committed to servicing clients in their growth journey and disrupting the e-commerce private equity sector by building a diversified portfolio of brands.WHY: eComplete identified Noted Aromas as a category leader with substantial untapped potential, and shaped a clear, data-driven, operator-led value creation plan. Noted Aromas is preparing for its next phase: international expansion.IN THEIR OWN WORDS: As part of the pre-deal process, Megan O’Sullivan, who had previously held management positions at THG and Glossybox, was appointed Managing Director to join the existing management team. 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.”Mauro Biagioni, Investment Partner of NVM Private Equity, said, “We are delighted to back Noted Aromas at this pivotal stage.