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Welcome to Noughty

We are a British born, naturals brand on a mission, to exceed the performance of premium conventional hair and body care with natural alternatives that won’t cost the earth - literally.

A little bit About Us

Noughty is here to deliver results without any added fuss. Whether it’s your daily curl refresh, a 20-minute-deep treatment mask or a longer-term journey to happy, healthy hair and skin, we’re here to make the process easier for you.

Founding Story

Noughty was founded in 2016 by Rachel and Lorna who have been friends for over twenty years back when sun-in highlights, terrible perms and frizzy fringes were the hairstyles of dreams.
Both went on to become beauty industry experts who have worked for some of the most-loved natural brands in the world and, armed with this passion and knowledge, they were inspired to create an accessible naturals brand centred around high performance. And so, Noughty was born.

They recognised that the naturals world could be a confusing (and slightly dull) place so the aim was to keep Noughty simple, transparent and looking great on your bathroom shelf. Every Noughty product is rooted in the science of plant power and we aim to give open and transparent information about the science, ingredients and every formulation decision that powers product performance.

Noughty Magic

The formulation team

The magic of Noughty lies in the ingredients. Behind every decision there is a great team whose knowledge and passion help to create Noughty. That’s where The Beauty Botanist, Jennifer Hirsch comes in.

From Jen’s encyclopaedic plant knowledge to the natural's experts in our laboratories, we consider ingredient efficacy at every stage, helping to give you the best performance and Noughty experience.


What are we doing?

We believe beauty shouldn’t come at the price of the planet. So, while we create Noughty products with an aim to bring you joy and confidence, we always prioritise our transparent values in responsible, ethical sourcing and sustainability.

As Aretha put it, it all comes down to a little R-E-S-P-E-C-T, for people, paws and the planet. Noughty always sources responsibly with ethical farming, sustainable packaging choices and, where necessary, using synthetic ingredients to preserve natural resources. You can read more about our sustainability mission here.


Our ethos

We make a conscious choice to deliver a minimum of 97% natural ingredients to every Noughty bottle. Your next question might be “what is the remaining 3%?” Well, this is the bit which allows us to deliver safe, ethically conscious formulas. Plants power the performance and synthetics keep it hygienic to stop it expiring too quickly, separating and our favourite part – leaving your hair smelling gorgeous.

Buying natural ingredients also enables us to do business with farmers in some of the poorest communities in the world, making a life-changing difference to the future outcomes of that community.

Leaping Bunny Approved

Noughty believes that beauty products should be cruelty free. We are proud to be Leaping Bunny approved. A global programme, Leaping Bunny requires cruelty free standards over and above legal requirements.

All of our own brand cosmetic and personal care products are approved under the Cruelty Free International Leaping Bunny programme, the internationally recognisable gold standard for cruelty free products. We adhere to a fixed cut-off date policy and proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited.

For more information about Cruelty Free International, Leaping Bunny and Leaping Bunny criteria, please visit their website.

What’s in a name? Well, our mantra! You’ll find zero, that’s right, none, nada, nought silicones, parabens or sulphates in any of our products.

You can also think of us as your guilt-free Dutch courage, giving you the confidence boost to get out there and be your best version of you. With great hair, comes great possibilities!