London, UK – 25 November 2024 – Noughty proudly announces the launch of its pioneering Bond repair range - Let’s Bond, available from 6 January 2025. This new range is the only 97% natural bond-repairing shampoo, conditioner, and leave-in treatment on the market*, setting a new standard in the industry. Scientifically engineered to reverse and repair damaged hair**, restoring it to its healthy, pre-damaged state after just one use, this innovative range is clinically proven to strengthen hair by 70% instantly, reduce breakage by 3 times, and restore hair to its original strength; ensuring healthier, more resilient strands.
* based on UK Marketing Research conducted August 2024.
** When used as a regime, compared to baseline.
* based on UK Marketing Research conducted August 2024.
** When used as a regime, compared to baseline.
Understanding the needs of its customers, Noughty identified a significant demand for natural bond-repairing products. "Through extensive conversations with the Noughty Nation, we discovered that 50% of our customers colour their hair and many describe their hair as damaged," says Noughty’s co-founder Rachel Parsonage. "Our new range addresses these concerns with molecular-level repair, providing protection and restoration."
Years in the making, Noughty invested in cutting-edge ingredients for the range and conducted six instrumental studies to ensure that the Let’s Bond range delivers tangible results. Free from silicones, sulphates, and parabens, the range helps hair breathe and shine naturally, delivering truly healthy hair with every wash — perfectly aligning with the growing demand for gentle yet effective haircare solutions at an affordable price, while meeting the desire for light-reflecting, glossy hair. Green Chemistry designs products and processes to reduce hazardous substances. It follows 12 principles, including waste prevention, safer chemicals, and sustainable materials. Naturally derived products align with these principles and meet consumer demand for eco-friendly, ethical ingredients.
Aligned with Noughty’s commitment to sustainability, the range also utilises EcoBoost technology to create an innovative scent in all 3 products that requires only 10% of the usual fragrance dosage, without sacrificing strength or quality. Whipped vanilla and elegant cacao are infused with warm super florals and a hint of crisp green fig, enlivened with fresh orange and mandarin. The technology offers a significant reduction in the number of raw materials needed as well as minimised on-pack labeling, and a decreased risk of solubility issues. It results in an average CO2 saving of 90% compared to standard fragrances.
Product Details:
Bond Repair Shampoo, £11.99
Instantly restore your hair to its original strength*. Formulated with dual-action Molecular Repair Amino Complex and Glycerine (rich in moisture-attracting humectants), this gentle cleansing shampoo reverses damage and reduces breakage for ultimate healthy shine*. Proven to protect hair colour for up to 30 washes.
*When used with Let's Bond Conditioner and Leave-In Treatment.
Instantly restore your hair to its original strength*. Formulated with dual-action Molecular Repair Amino Complex and Glycerine (rich in moisture-attracting humectants), this gentle cleansing shampoo reverses damage and reduces breakage for ultimate healthy shine*. Proven to protect hair colour for up to 30 washes.
*When used with Let's Bond Conditioner and Leave-In Treatment.
Bond Repair Conditioner, £11.99
Instantly restore your hair to its original strength*. Formulated with dual-action Molecular Repair Amino Complex and Glycolic Acid, this smoothing conditioner reverses damage and reduces breakage for ultimate healthy shine*. Glycolic Acid penetrates throughout the hair shaft, enhancing the softness, protection, and manageability of both healthy and chemically damaged hair.
*When used with Let's Bond Shampoo and Leave-In Treatment.
Instantly restore your hair to its original strength*. Formulated with dual-action Molecular Repair Amino Complex and Glycolic Acid, this smoothing conditioner reverses damage and reduces breakage for ultimate healthy shine*. Glycolic Acid penetrates throughout the hair shaft, enhancing the softness, protection, and manageability of both healthy and chemically damaged hair.
*When used with Let's Bond Shampoo and Leave-In Treatment.
Bond Repair Leave-In Treatment, £14.99
Instantly restore your hair to its original strength. Formulated with dual-action Molecular Repair Amino Complex, this heat protecting leave-in treatment reverses damage after 1 use. Hair is visibly healthier with 3x less breakage and 2x more shine. The formula also contains biobased Brassica seed oil, which restores damaged hair by smoothing lifted cuticles and enhancing dry combability. Coconut Lipids provide a silky texture without greasy residue, reduce transepidermal water loss, seal in moisture, and deliver essential macronutrients. The formulation results in luxuriously soft, hydrated hair.
*When used with Let's Bond Shampoo and Conditioner.
Instantly restore your hair to its original strength. Formulated with dual-action Molecular Repair Amino Complex, this heat protecting leave-in treatment reverses damage after 1 use. Hair is visibly healthier with 3x less breakage and 2x more shine. The formula also contains biobased Brassica seed oil, which restores damaged hair by smoothing lifted cuticles and enhancing dry combability. Coconut Lipids provide a silky texture without greasy residue, reduce transepidermal water loss, seal in moisture, and deliver essential macronutrients. The formulation results in luxuriously soft, hydrated hair.
*When used with Let's Bond Shampoo and Conditioner.
The Let’s Bond range will be available from 6 January 2025 at lovenoughty.co.uk and select retailers and online platforms nationwide.
For more information, please contact:
Genevieve Goncalves – Communications Manager at genevieve.goncalves@kmibrands.com
Genevieve Goncalves – Communications Manager at genevieve.goncalves@kmibrands.com