97% natural haircare, with a cheeky personality and products that pack a punch.
NATURALLY BEAUTIFUL, NOUGHTY BY NATURE
Co-founded by Rachel Parsonage and Lorna Mitchell of KMI Brands, Noughty brings a sense of humour to the serious naturals market with a range of 97% natural haircare products that really pack a punch.
Noughty balances real virtue (think: natural, non-animal derived ingredients) with a fun, playful and cheeky spirit to make you smile. In other words, Noughty is for every woman who really cares about the world yet doesn’t take herself too seriously, who wants an honest brand she can trust, but who loves to let her hair down.
Made in the UK, Noughty has won over 30 awards and been shortlisted for a further 20 since launching three years ago.
Every product formulation contains a vast array of high-performing, good quality natural ingredients which are free from parabens, sulphates, petrochemicals, and silicones.
Not only is Noughty Leaping Bunny certified by Cruelty Free International, but the ranges are gentle enough for the whole family including vegetarians, vegans and even the odd pampered pooch.
Using a combination of coconut, olive oil, sea kelp, blue mallow flower and argan oil to name a few, Noughty products smell amazing and quite simply, leave hair feeling great.
THE NOUGHTY RANGE
With a range to suit all hair types, Noughty is also suitable for extensions and weaves.
TO THE RESCUE
Noughty’s knight in shining armour comes charging to the rescue with sweet almond, sunflower seed and shea butter to transform dry, frizzy and damaged hair.
COLOUR BOMB
Ignite a colour explosion and let your true colours shine with Noughty’s colour enhancing range.
RISE & SHINE
Rise and shine to locks you’ll love with Noughty’s shine boosting range.
WAVE HELLO
Say goodbye to bad curl days and wave hello to your hair’s new best friend with Noughty’s curl defining range.
DETOX DYNAMO
Blitz the build-up and embrace your easiest detox yet with Noughty’s clarifying shampoo.
CARE TAKER
Noughty’s scalp soothing range is just what the doctor ordered. A healthy dose of tender loving care for your hair and scalp.
PUMPED UP
Noughty’s volumising range gives your hair more body, without the hard work. Lights please.
1 HIT WONDER
Cleanse and condition in one hit thanks to Noughty’s co-wash cleansing conditioner.
BLONDIE LOCKS
Add the jewel to your crown with Noughty’s blonde enhancing range.
TOUGH COOKIE
Noughty’s strengthening range helps to strengthen weakened hair, reduce breakage and extend survival. You’ll be one tough cookie.
HISTORY
August 2016
Noughty showcases a teaser campaign on social platforms to excite customers.
September 2016
Noughty launches exclusively within Superdrug and Superdrug.com within the UK.
September 2016
Noughty launches own website.
October 2016
Noughty launches internationally, starting with South Africa.
February 2017
Noughty launches US website.
August 2017
Noughty launches in the US at Ulta and in Canada at London Drugs.
September 2017
Noughty receives The Vegan Society logo.
October 2017
Noughty takeover in Superdrug stores.
February 2018
Noughty introduces four new ranges.
March 2018
Noughty wins best Shampoo at the Beauty Shortlist Awards.
March 2018
Noughty launches in the United Arab Emirates.
April 2018
Noughty launches in Belgium in drugstore Di.
RETAILERS
PR HIGHLIGHTS
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