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 sector.
The acquisition, comprising a mix of cash and stock, is part of Komerz's broader expansion strategy. The company said it has completed acquisitions worth more than £50 million to date as it builds a portfolio of consumer brands powered by technology, data and artificial intelligence.
According to Komerz, the move reflects its belief that the next generation of consumer brands will be built through integrated commerce ecosystems that combine brand ownership with technology, market access and operational capabilities, rather than relying solely on traditional distribution models.
The company views the beauty and haircare category as one of the fastest-evolving consumer segments, driven by creator-led discovery, social commerce and omnichannel shopping. It added that AI is increasingly transforming how consumers discover, evaluate and purchase products, creating opportunities for brands that can quickly adapt to changing buying behaviour.
Founded in 2016, NOUGHTY has established itself as one of the UK's leading independent natural haircare brands. The brand has built a strong direct-to-consumer business while expanding its retail presence across major marketplaces and high street retailers. It also has a growing international footprint, including in India, where demand for natural and premium haircare products continues to rise.
The acquisition strengthens Komerz's presence in the global consumer goods space and expands its portfolio into the $665 billion beauty and personal care market, aligning with the company's long-term vision of building technology-enabled consumer brands across international markets.
