Noughty

Vegan Haircare That Doesn't Take Itself Too Seriously.

Noughty is a UK haircare brand co-founded in London in 2016 by Rachel Parsonage and Lorna Mitchell — both veterans of the wider beauty industry — built around a single editorial principle: that natural, vegan, cruelty-free haircare doesn't have to take itself terribly seriously, and certainly doesn't have to come at the price tag those qualifications usually imply. Every Noughty formulation is 97% natural, free of parabens, sulphates, petrochemicals, and silicones; the brand is Vegan Society certified and Leaping Bunny accredited by Cruelty Free International; and shampoos and conditioners typically retail around £6.99, which sits at roughly Superdrug pricing rather than the boutique-naturals tier where most ethical haircare brands have settled. The brand name itself is a small joke: Noughty as in nought, the zero number, the absence of the chemical nasties the brand has chosen to leave out — rather than naughty in the cheekier sense, which the brand voice happily plays with anyway.

The Noughty range is organised by hair type rather than by aspirational naming: To The Rescue for dry and damaged hair (sweet almond oil, shea butter, black oat extract); Wave Hello for curly and wavy textures (winner of Naturally Curly's Best of Best award in 2019); Care Taker for sensitive scalps (oat extract and bisabolol — the latter a botanical with a real track record in dermatology); Colour Bomb for colour-treated hair; plus specialist products like the Detox Dynamo deep-cleanser and the 1 Hit Wonder cleansing conditioner. A body-care extension launched in 2021 with four corresponding ranges — Booster, Soother, Saviour, and Hero — covering different skin concerns. The brand has accumulated more than seventy industry awards across its first decade, and sells through Superdrug, Boots, CVS in the US, Ulta, and Shoppers Drug Mart in Canada. The editorial position remains the one Parsonage and Mitchell started with: ethical haircare that performs, at a price that doesn't punish the customer for choosing it.

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