Plant-powered haircare just got a whole lot more accessible! Noughty, the British-born, B Corp-certified natural hair and scalp care brand is officially launching into Holland & Barrett, the UK’s leading health and wellness retailer, online and in stores.
From 29 May 2025, Noughty will bring its award-winning, high-performance, and 97% natural formulations to even more conscious consumers – no compromises, just real results. This partnership marks a major milestone for Noughty, as it strengthens its distribution to make the brand easier to experience, wherever your haircare journey takes you.
Simon Ross, global head of sales at Noughty,,comments: “Securing distribution with Holland & Barrett is a significant commercial milestone for Noughty. It deepens our reach within the UK high street and brings our award-winning, natural formulations to a health-savvy customer base that aligns perfectly with our values. This partnership not only supports our mission to democratise natural hair and scalp care but also strengthens our retail footprint. It’s a strategic move that sets the stage for continued double-digit growth, outperforming a very competitive UK landscape, increasing market share in the natural beauty category.”
The range landing in Holland & Barrett will feature some of Noughty’s heroes including:
- Wave Hello – For curls that command attention.
- Detox Dynamo – Scalp care that clears the path to healthy hair.
- Back To Balance – For oily roots and dry ends that crave harmony.
- Let’s Bond – For hair that’s hanging by a thread. Literally.
- Get Set Grow – For roots that need stimulating care to reach their full potential.
Vicky Kelly, category director of beauty at Holland and Barrett, commented: “As customers seek more personalised beauty routines that nurture both inside and out, we’re excited to partner with Noughty, a brand that champions expert-led, ingredient-driven solutions. Focusing on scalp health as a foundation for vibrant, healthy hair, Noughty’s dermatologically researched products address specific beauty concerns like scalp balance, hair texture, and overall hair health. This partnership aligns with our commitment to providing trusted, science-backed solutions, offering our customers high-quality, inclusive beauty products designed to enhance their natural beauty. As the UK’s leading wellness retailer, we’re proud to empower individuals with expert advice and personalised solutions that promote holistic beauty from the inside out.”
As part of Holland & Barrett’s Beauty Transformation project – created to empower individuals from inside out – Noughty is landing with 24 SKUs available online and 13 SKUs in 400 stores. From hardworking hair care to targeted scalp care, this launch reflects the brand’s long-term strategy to support hair at every stage of its journey. Detox Dynamo, the scalp-cleansing hero, is proudly part of the line-up—because healthy hair starts at the root. And with even more innovation on the horizon, this is just the beginning of making plant-powered, results-driven haircare easier to get your hands on.
Noughty combines naturally derived ingredients with advanced scientific formulations to deliver high-performance haircare. With up to 70% stronger strands after just one use* and visibly healthier hair in just twelve weeks**, the range bridges the gap between natural beauty and clinical results. It’s the intersection of nature and innovation—offering real, measurable results that consumers can trust.
*Clinically proven results based on testing of the Let’s Bond range.
*12 week consumer study on 109 women and men using the Get Set Grow shampoo, conditioner and tonic.
*12 week consumer study on 109 women and men using the Get Set Grow shampoo, conditioner and tonic.
A Word from Noughty’s Co-Founder, Rachel Parsonage: “This is a proud milestone for Noughty — another step forward in our mission to make natural, results-driven hair and scalp care accessible to all. Partnering with Holland & Barrett, a trusted name in natural health and wellness, is a perfect match for our brand and our consumers’ values. Their commitment to ethical, sustainable living mirrors our own, and we’re excited to grow together while championing conscious beauty from root to tip.”
This strategic move strengthens Noughty’s place as a go-to brand for affordable-luxury hair and scalp care, offering 97% natural goodness with zero sulphates, silicones, or parabens — and zero BS.
Because great hair starts with great care — and a little Noughty attitude.
