Bolder. brighter. still noughty
We've given our packaging and formulations a little refresh, because looking good on the outside and doing good on the inside is our kind of thing. Think of it as a Glow Up with purpose ✨
It’s the Noughty you know and love- just easier to find, kinder to the planet, and still creating game-changing hair, one follicle at a time.
So, what's changed?
New Packaging
We’ve always believed that great hair shouldn't cost the Earth. So, we’ve made some seriously Noughty changes to dial up our sustainability game, without dialling down performance.
We’re now using up to 70% post-consumer recycled (PCR) plastic; that’s plastic which has already lived one fabulous life, and now it’s back for round two (as your tube of Noughty magic ✨).
But don’t worry, we haven’t ghosted our old packaging overnight. We’re rolling out the Glow Up gradually to avoid waste and keep perfectly good bottles out of landfill.
New Navigation
We’ve made it easier than ever to find your perfect Noughty match with some clever new additions to our packaging.
So whether you're battling frizz, craving volume, or giving your scalp some TLC - you'll be able to find a game-changing formula created just for you.
It's a new look, without the guess work.
New Formulas
Smarter Scents
Many of our products now contain EcoBoost Fragrance Technology to create your favourite Noughty scent, whilst producing less waste, using fewer materials and saves up to 90% CO₂*.
*Compared to a standard fragrance.
Noughty Science
We’ve supercharged some of our formulas with more high-performing actives.
That means dialled up hydration, shinier, smoother strands and a seriously soothed scalp.
Proven Results
We’ve also been busy behind the scenes conducting market-leading clinical and user trials so, when we say it works; we’ve got the results to prove it.
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