KMI Brands offloads Noughty haircare to Komerz

UK-based beauty business KMI Brands has completed the sale of 97% of its Noughty natural haircare brand to Komerz Ltd, also based in the UK.

The sale marks a strategic step forward for KMI Brands and a new chapter for Noughty, a brand that has delivered “consistent annual growth” since launching in 2018 – with a strong presence across DTC as well as through major high street retailers including Tesco, Superdrug and Holland & Barrett.

Komerz brings proven strength in international distribution and a clear ambition to scale within beauty and personal care, making it an ideal partner for Noughty’s next phase of growth and increasing its international retail footprint.

Herbie Dayal, Chairman of KMI Brands, said: “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.”

The sale completion supports KMI’s strategy to focus on licensed partnerships across beauty and fragrance, positioning the business for continued growth.

It follows a series of strategic brand divestments for KMI, including Naked to L’Oréal and Fish Haircare to Brand Architekts.

KMI Brands develops and manages brands under licence alongside its own portfolio, spanning categories including haircare, fragrance, home, grooming and cosmetics.