Pure Beauty

Noughty ramps up US retail presence with CVS deal

By Becky Bargh | Published: 23-Apr-2020

Two of the hair care brand’s ranges are available in-store and online to customers nationwide

UK hair care brand Noughty has inked a deal with US-based health care retailer CVS.

Joining the retailer’s line-up are the brand’s To The Rescue and Wave Hello collections.

To The Rescue is formulated with almond oil, shea butter and black oat extract, to help tame dry, frizzy hair, and includes a shampoo, conditioner, hair treatment and conditioning spray.

Meanwhile, the Wave Hello line comprises a taming cream, curl primer, shampoo and conditioner, and is blended with avocado oil, sea kelp extract and Irish moss.

“We’re thrilled to launch in the US market with CVS, especially as they’ve taken great strides to diversify and expand their beauty division with a growing focus on more healthy, natural and sustainable brands,” said Noughty’s co-founder Rachel Parsonage.

“It’s important for us to bring effective, affordable and conscientious solutions to consumers, and we’re truly honoured to have the opportunity to bring this to more consumers in the US.”

The products are available online and in-store at selected CVS stores from US$9.99.

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