Ted Baker fragrance maker KMI Brands has offloaded hair and skin care brand Noughty to UK global commerce and distribution platform Komerz.
KMI Brand executives Rachel Parsonage and Lorna Mitchell established Noughty in 2016 as one of the beauty distributor's flagship brands, with its portfolio also including wellbeing and skin care business Plantopia.
The value of the sale has not been disclosed, but supports KMI Brand’s strategy to focus on licensed partnerships across fragrance, home fragrance and beauty.
“Noughty’s consistent growth since launch is a testament to the strength of the brand and the team behind it,” said Herbie Dayal, Chairman, KMI Brands.
“Komerz brings the scale and distribution expertise to take it further.”
Have you launched an innovative product, brand or campaign in the past 12 months? Then you could be in with a chance of winning at this year's new and improved Pure Beauty Awards 2026. Click here for more information.
Noughty’s sale is the latest in a series of strategic brand divestments by KMI Brands, including the offloading of Fish Haircare to British beauty and personal care business Brand Architekts, formerly known as Swallowfield, in 2018.
KMI Brands claimed in a company statement that Komerz brings “proven strength in international distribution and a clear ambition to scale within beauty and personal care, making them an ideal partner for Noughty”.
Noughty is available DTC and stocked by retailers, such as the UK supermarket Tesco, budget beauty retailer Superdrug, and wellness chain Holland & Barrett, as well as international retail outlets.
Dayal added: “This marks an exciting next chapter for the brand, while enabling KMI Brands to focus on the next phase of growth across our core categories.”
