Komerz acquires UK-based haircare brand NOUGHTY

The acquisition, valued at £6.4 million, comprises a combination of cash and stock and is the latest in a series of acquisitions by Komerz totalling more than £50 million

by e4m Staff
Published: Jun 30, 2026 4:21 PM | 2 min read

Komerz has acquired UK natural haircare brand NOUGHTY from KMI Brands for £6.4 million, marking its entry into the global beauty and personal care sector.
The acquisition is part of Komerz's strategy to develop consumer brands using technology, data, and AI, totaling over £50 million in recent acquisitions.
Siddharth Shankar, COO of Komerz, emphasized the importance of integrating technology and brand ownership to create intelligent commerce ecosystems for future consumer brands.
This acquisition aligns with Komerz's broader goal of merging technology, distribution, and brand building into a cohesive platform for global scalability.

Komerz, a technology-led omni-channel commerce platform, has announced the acquisition of UK natural haircare brand NOUGHTY from KMI Brands, marking its entry into the global beauty and personal care sector and advancing its strategy to build a new generation of consumer brands powered by technology, data and AI.

The acquisition, valued at £6.4 million, comprises a combination of cash and stock and is the latest in a series of acquisitions by Komerz totalling more than £50 million. It reflects Komerz’s belief that the future of consumer brands will not be built through distribution alone, but through intelligent commerce ecosystems that combine brand ownership, technology, market access and operational excellence.

“Beauty is where many of the most important shifts in modern commerce are happening,” said Siddharth Shankar, Chief Operating Officer at Komerz. “Consumers can discover a product from a creator on another continent, purchase it through a marketplace, subscribe directly from the brand and expect a consistent experience throughout. NOUGHTY is a powerful example of the kind of brand we believe will thrive in this environment, purpose-led, digitally native and deeply connected to its consumers.

“But this acquisition is about more than entering a new category. It reflects our conviction that the future of consumer commerce will be shaped by businesses that can seamlessly integrate technology, intelligence, distribution and brand building into a single ecosystem.”

The acquisition forms part of Komerz’s broader strategy to acquire both brands and capabilities, creating a new model for consumer commerce that combines technology, intelligence, distribution and operations within one platform. Recent acquisitions include UK wine retailer Great Wines Direct, US-based marketing measurement and attribution firm Pathformance Technologies, and India headquartered brand and marketing consultancy Glassbox.

“The traditional boundaries between technology, distribution, brand ownership and growth are rapidly disappearing,” added Shankar. “We believe the next generation of consumer companies will be built very differently from those of the past. Komerz has been built to bring these capabilities together through one intelligent commerce ecosystem where brands can scale globally with the support of AI, data and operational expertise. The acquisition of NOUGHTY is another significant step towards that vision.”