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Noughty launches in Waitrose and Sainsbury’s stores

By 16th July 2019News

Noughty Haircare is delighted to announce they have expanded their bricks and mortar offering by launching in Waitrose stores nationwide and Sainsbury’s Beauty Stores.

Noughty are bringing their award-winning ranges to Sainsbury’s via special beauty transformation stores which will offer their customers a wider selection of beauty offerings as well as introducing them to new and exclusive brands, all in a convenient supermarket setting.

Rachel Parsonage, co-founder of Noughty Haircare, comments: “Sainsbury’s new beauty stores are a perfect home for Noughty.  The space Sainsbury’s are dedicating to showcase innovative and natural brands is brilliant.  It’s an exciting time for Noughty, and we feel that this partnership capitalises on shared brand values and a passion for bringing alternative, effective natural haircare to a wider audience.”

Alongside the Sainsbury’s launch, Noughty will also be rolling out in up to 285 Waitrose stores across the UK, as well as launching on This follows on from the decision by Waitrose to offer their consumers the opportunity to shop more cruelty-free and niche brands as the desire for products free from animal testing increases.

Lisa Stone, Commercial Director for KMI Brands, comments: “This is the perfect time for Noughty to launch in Waitrose as they look to focus on differentiation within their beauty offering. Noughty has become firmly established within the naturals market and seen prominent growth over the last few years through Superdrug, and, so we’re excited about the next phase for the brand and what this partnership with Waitrose will hold.”