Noughty, a natural hair care line from the United Kingdom, is making its debut in the United States.
Launching at CVS Pharmacy, the brand is bringing its existing 24 SKUs, including its To The Rescue and Wave Hello collections.
Formulated with such ingredients as sweet almond oil, shea butter and black oat extract, the To The Rescue collection aims to transform dry, frizzy and damaged hair. Products that are part of the line include a conditioning and detangling spray, an intense moisture hair treatment, and moisture-boosting shampoo and conditioner.
The Wave Hello line, which was formulated to fill the needs of curly and wavy hair, feature such ingredients as avocado oil, sea kelp extract and Irish moss to nourish hair and keep curls defined and silky soft. The line consists of a curl primer, a curl taming cream, and curl defining shampoo and conditioner.
“We're thrilled to launch in the U.S. market with CVS, especially as they've taken great strides to diversify and expand their beauty division with a growing focus on more healthy, natural and sustainable brands like Noughty,” Rachel Parsonage, co-founder of Noughty Haircare, said. "It's important for us to bring effective, affordable and conscientious solutions to consumers, and we're truly honored to have the opportunity to bring this to more consumers in the U.S.”
Products range from $9.99 to $12.99 and are available for purchase at CVS and on its website.