A new chapter for NOUGHTY and a strategic step forward for KMI Brands. KMI Brands has completed the sale of its 97% natural haircare brand, NOUGHTY, to UK-based Komerz Ltd.
Since launching in 2018, NOUGHTY has delivered consistent annual growth to become a recognised challenger brand, with a strong presence across DTC and major retailers including Tesco, Superdrug and Holland & Barrett, as well as an international retail footprint.
Komerz brings proven strength in international distribution and a clear ambition to scale within Beauty & Personal Care, making them an ideal partner for the next phase of the brand’s growth.
“NOUGHTY’s consistent growth since launch is a testament to the strength of the brand and the team behind it. Komerz brings the scale and distribution expertise to take it further. This marks an exciting next chapter for the brand, while enabling KMI to focus on the next phase of growth across our core categories.”
Herbie Dayal, Chairman, KMI Brands
This completion supports KMI’s strategy to focus on licensed partnerships across fragrance, home fragrance and beauty, positioning the business for continued growth. It follows a series of strategic brand divestments, including NAKED to L’Oréal and FISH Haircare to Brand Architekts plc.
