THE WHAT? KMI Brands has completed the sale of its 97% natural haircare brand, NOUGHTY, to UK-based Komerz Ltd.
THE DETAILS Launched in 2018, NOUGHTY has achieved consistent annual growth and established itself as a challenger brand within the haircare market. The brand is sold through its direct-to-consumer channel and major UK retailers including Tesco, Superdrug and Holland & Barrett, alongside an international retail presence. KMI Brands said Komerz’s expertise in international distribution and ambitions within the beauty and personal care sector make it well-positioned to support the brand’s next stage of expansion. The divestment follows KMI Brands’ previous sales of NAKED to L’Oréal and FISH Haircare to Brand Architekts plc.
THE WHY? The transaction aligns with KMI Brands’ strategy to focus on licensed partnerships across fragrance, home fragrance and beauty, allowing the company to concentrate resources on its core growth categories while positioning NOUGHTY for further international expansion under new ownership.
Source: KMI Brands
