Komerz, a technology-led omni-channel commerce platform, has acquired UK-based natural haircare brand NOUGHTY from KMI Brands in a deal valued at £6.4 million, marking its entry into the global beauty and personal care market.
The acquisition, comprising a mix of cash and stock, forms part of Komerz’s broader expansion strategy, with the company having completed acquisitions worth over £50 million to date. Through the deal, Komerz aims to strengthen its vision of building consumer brands powered by technology, artificial intelligence, data and integrated commerce capabilities.
With the global beauty and personal care industry estimated to be worth $665 billion, the company sees significant opportunities as consumers increasingly discover products through creators, social platforms and digital marketplaces while expecting seamless shopping experiences across channels.
Founded in 2016, NOUGHTY has established itself as one of the UK’s leading independent natural haircare brands, offering a range of clean-label products through a strong direct-to-consumer business and extensive retail presence across major marketplaces and high street stores. The brand has also expanded internationally, including into the rapidly growing Indian market.
Komerz believes the future of consumer brands lies beyond traditional distribution models, with technology and AI playing a central role in product discovery, customer engagement and commerce. By integrating NOUGHTY into its technology-driven ecosystem, the company aims to accelerate the brand’s global growth while enhancing operational efficiencies and consumer experiences.
The acquisition represents Komerz’s formal entry into the beauty and personal care segment, further diversifying its portfolio as it continues building a global ecosystem of digitally enabled consumer brands capable of adapting to evolving shopping behaviours across international markets.
