KMI Brands has completed the sale of its 97% natural haircare brand NOUGHTY to UK-based Komerz Ltd.

Since launching in 2018, NOUGHTY has delivered consistent annual growth to become a recognised challenger brand, with a strong presence across DTC and major retailers including Tesco, Superdrug and Holland & Barrett, as well as an international retail footprint.

Komerz brings proven strength in international distribution and a clear ambition to scale within beauty and personal care.

The sale supports KMI's strategy to focus on licensed partnerships across fragrance, home fragrance and beauty. It follows strategic brand divestments including NAKED to L'Oréal and FISH Haircare to Brand Architekts plc.

For more information, visit kmibrands.com.