LONDON, OCTOBER 2025 – Noughty, the award-winning, B Corp-certified natural haircare brand, is entering a new chapter. Earlier this year, research revealed that 78% of our community struggle to identify the right products for their specific hair and scalp needs. Rather than shy away from this challenge, we decided to tackle it head-on. The result is the Glow Up - Noughty’s new way of making it easier than ever to shop high-performance hair care, scalp care and advanced solutions, all without compromising on planet, proof, or personality.
For almost a decade, Noughty has been shaping the natural haircare landscape—anchored by a follicle-first philosophy, powered by up to 97% natural ingredients, and united by a mission to demonstrate that science and sustainability can thrive together. Now, with the Glow Up, the brand unveils its most ambitious evolution yet: a transformation that redefines not only what goes into the bottle, but also how consumers discover it on shelf.
Elevated Formulations, Backed by Science and Sustainability
Listening to our community and guided by research, Noughty has pushed its innovation further than ever before, enhancing the performance of some of our most loved products without losing sight of sustainability.
- Supercharged Formulas – selected products have been boosted with new high-performing actives to deliver deeper hydration, smoother strands, and healthier scalps.
- Upcycled Ingredients – Some smart new fermented actives and ingredients which are by-products from the food industry are re-purposed to reduce waste whilst still delivering maximum benefits.
- EcoBoost™ Fragrance Technology – Many of the new formulas now include an innovative low-dosage fragrance system that achieves the same captivating scent, whilst using up to 90% fewer raw materials, significantly cutting CO₂ emissions compared to traditional fragrance formulations.
Together, these innovations combine scientific credibility with sustainable thinking, pushing Noughty to the forefront of natural, high-performance haircare.
Packaging with Purpose, Navigation Made Simple
The Glow Up is more than a product overhaul, it's a rethink of how consumers shop beauty.
- Preimmunised, Sustainable Formats – Bottles contain up to 70% PCR material and are 100% recyclable, with mono-material design ensuring easier curb-side recycling.
- Shelf Confidence – bold new formats with clearer labelling highlight benefits, concerns, and claims at a glance.
- Smart Engagement – QR codes on back-of-pack unlock usage tips, ingredient deep-dives, and brand storytelling online.
The result is a simplified shopping experience that empowers both retailers and consumers, removing the guesswork while keeping sustainability front of mind.
Three Product Pillars, One Powerful Regime
To cut through consumer overwhelm, the refreshed Noughty range is now structured into three clear categories:
- Haircare Essentials – everyday care and styling heroes.
- Scalp Health – treating the root cause, literally.
- Advanced Solutions – smart maintenance formulas to complement any routine.
This new structure makes it easier for shoppers to create personalised regimes that suit their individual needs, making Noughty products simple and enjoyable to explore.
Moving Forward, Thoughtfully
In true Noughty style, the Glow Up is a thoughtful, zero-waste initiative. By introducing products gradually, no good stock goes to waste, reflecting the belief that meaningful change comes from small, thoughtful steps that can make a real difference.
With the Glow Up, Noughty sets a new benchmark for natural haircare: bold in science, conscious in design, and uncompromising in performance. For retailers and consumers alike, it signals a fresh chapter where high-performance beauty and planet-positive thinking truly go hand in hand.
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