{"title":"Noughty","description":"\u003ch2 style=\"text-align: center;\"\u003eVegan Haircare That Doesn't Take Itself Too Seriously.\u003c\/h2\u003e\n\u003cp style=\"text-align: left;\"\u003eNoughty 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.\u003c\/p\u003e\n\u003cp style=\"text-align: left;\"\u003eThe 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.\u003c\/p\u003e\n\u003cp style=\"text-align: left;\"\u003eFor more pieces for the home, browse our \u003ca title=\"Bathroom - Independent Bathroom Brands at Sostter\" href=\"https:\/\/sostter.com\/collections\/bathroom\"\u003eBathroom\u003c\/a\u003e edit. Discover home-grown design through our \u003ca title=\"British Makers - Independent British Brands at Sostter\" href=\"https:\/\/sostter.com\/collections\/british-makers\"\u003eBritish Makers\u003c\/a\u003e selection, find considered presents in our \u003ca title=\"Gifts for Her - Curated Gifts from Independent Boutiques - Sostter\" href=\"https:\/\/sostter.com\/collections\/gifts-for-her\"\u003eGifts for Her\u003c\/a\u003e edit, discover brands chosen for how they make things through \u003ca title=\"Sustainable Brands - Independent Sustainable Brands at Sostter\" href=\"https:\/\/sostter.com\/collections\/sustainable-brands\"\u003eSustainable Brands\u003c\/a\u003e, and explore values-led picks via \u003ca title=\"Shop by Purpose - Independent Brands With Values - Sostter\" href=\"https:\/\/sostter.com\/collections\/shop-by-purpose\"\u003eShop by Purpose\u003c\/a\u003e.\u003c\/p\u003e","products":[{"product_id":"care-taker-scalp-relief-mask-300ml","title":"Scalp Relief Mask 300ml","description":"\u003ch2\u003eThe Scalp Rescue You've Rather Desperately Been Waiting For\u003c\/h2\u003e\u003cp\u003eLook, we all know that feeling when your scalp decides to stage a rebellion. Itching, flaking, general cantankerousness. This rather splendid mask is rather good at talking it down from the ledge. Massage it in before shampooing, let it work its magic, and watch as those troublesome flakes politely excuse themselves down the drain.\u003c\/p\u003e\u003ch3\u003eWhy Choose Our Scalp Relief Mask\u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eGenuine Scalp Nourishment:\u003c\/strong\u003e Moisturises and reinforces your scalp's natural barrier because a happy scalp is, well, rather marvellous. When your scalp feels properly supported, your hair follows suit like an obedient spaniel.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eThe Massage Moment:\u003c\/strong\u003e There is something altogether fabulous about working this into your scalp with your fingertips. The act itself stimulates circulation and enhances barrier function. It's a proper self-care ritual that doesn't pretend to be more than it is.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePre Shampoo Brilliance:\u003c\/strong\u003e Apply before your regular wash routine so any dry skin or flakes are whisked away when you shampoo. Utterly fetching in its simplicity.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNature's Finest Ingredients:\u003c\/strong\u003e We have gone rather all in with oat extract and ginger extract, bolstered by bisabolol. This combination soothes, calms, and generally behaves itself like a proper gentleman.\u003c\/p\u003e\u003ch3\u003eProduct Details\u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eSize:\u003c\/strong\u003e 300ml of concentrated scalp goodness\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to Use:\u003c\/strong\u003e Apply to damp scalp, massage gently for two to three minutes, then shampoo as normal. Once weekly is our recommendation, though your scalp will tell you what it needs.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eBest For:\u003c\/strong\u003e Irritated scalps, flaky patches, general scalp distress, and anyone who appreciates a rather good ritual\u003c\/p\u003e\u003cp\u003eYour scalp has been quietly asking for this. Do give it what it wants.\u003c\/p\u003e","brand":"Noughty","offers":[{"title":"300ml","offer_id":48785467343076,"sku":"NOUCE5221","price":11.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0547\/6820\/6011\/files\/TILE_1_Care_Taker_Mask_Packshot_1000x1000_e92796d9-43f8-4c7f-9aa5-d95a8fe73aba.webp?v=1772548237"},{"product_id":"care-taker-unscented-shampoo-250ml","title":"Unscented Shampoo for Sensitive Scalp 250ml","description":"\u003ch2\u003eRather Good Hair Care for Rather Sensitive Scalps\u003c\/h2\u003e\u003cp\u003eRight then, let us be perfectly honest: not everyone wants their shampoo to announce itself with a fanfare of fragrance. Some of us prefer to keep things rather more understated, particularly if our scalps are prone to feeling a touch irritated or if we're dealing with eczema-prone skin. This unscented formula is precisely what we mean by marvellously thoughtful.\u003c\/p\u003e\u003ch3\u003eWhy Choose Our Unscented Shampoo\u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eScalp Health Support:\u003c\/strong\u003e This splendid little bottle washes away dirt and buildup without any of the fuss, leaving your scalp feeling genuinely clean and properly nourished. It's the sort of thing that makes a real difference over time.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eGentle Cleansing:\u003c\/strong\u003e Sulphate free and rather lovely about it too. Our formula cleanses with a light touch, removing what needs removing without stripping your hair of its natural oils. Effective, yes, but also rather kind to your scalp.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eFragrance Free:\u003c\/strong\u003e Scent can be rather troublesome for sensitive souls. By leaving it out entirely, we've created something genuinely suitable for sensitive scalps and those prone to eczema or irritation. Sometimes doing less is doing more.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNatural Ingredients:\u003c\/strong\u003e We've included naturally derived bisabolol and oat extract, both known for their calming and soothing properties. Nothing too complicated, just ingredients that actually do something worthwhile.\u003c\/p\u003e\u003ch3\u003eProduct Details\u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eSize:\u003c\/strong\u003e 250ml bottle, quite substantial really\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eFormula:\u003c\/strong\u003e Natural, sulphate free, fragrance free\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eBest For:\u003c\/strong\u003e Sensitive scalps, eczema prone skin, anyone who prefers their toiletries without the theatrical perfume\u003c\/p\u003e\u003cp\u003eIf you've been searching for a shampoo that understands your scalp might need a bit of peace and quiet, do give this one a go. It rather makes the difference.\u003c\/p\u003e","brand":"Noughty","offers":[{"title":"Default Title","offer_id":47987241877732,"sku":"NOUCE6952","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0547\/6820\/6011\/files\/TILE_1_Care_Taker_Shampoo_Packshot_1000x1000_3aa031a3-76f6-47af-893a-65c2af9c2321.webp?v=1772548236"},{"product_id":"howdy-curls-spring-back-gel-creme-200ml","title":"Spring Back Curl Gel Creme 200ml","description":"\u003ch2\u003eRather Good Hair Days Start Here\u003c\/h2\u003e\u003cp\u003eLook, we've all stood in front of the mirror wondering if our curls might respond better to a firm talking-to. They won't. But this gel creme rather might. It's the sort of product that makes you think, 'Why on earth didn't I find this sooner,' which is precisely the reaction we're after.\u003c\/p\u003e\u003ch3\u003eWhy Choose Our Spring Back Curl Gel Creme\u003c\/h3\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eRestores Moisture:\u003c\/strong\u003e Replenishes hydration to strengthen your cuticle barrier, leaving curls touchably soft and properly nourished.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCurl Definition:\u003c\/strong\u003e Smoothes each cusp of the hair strand for beautifully aligned waves and curls that actually look intentional.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eLasting Hold:\u003c\/strong\u003e Delivers rich, flexible medium hold with absolutely no flakes, crunch or sticky residue. Your curls will feel natural, not shellacked.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eNatural Ingredients:\u003c\/strong\u003e Enriched with vitamin and mineral rich sea botanicals including sea fennel, Irish moss and wheat bran extract. Nothing daft, just proper goodness.\u003c\/li\u003e\n\u003c\/ul\u003e\u003ch3\u003eProduct Details\u003c\/h3\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eSize:\u003c\/strong\u003e 200ml\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHold Level:\u003c\/strong\u003e Medium, flexible\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBest For:\u003c\/strong\u003e All curl types seeking definition and moisture without the crunch\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eFormula:\u003c\/strong\u003e Sea botanical infused with natural extracts\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eIf your curls have been waiting for something this rather splendid, your search is rather thoroughly over. The sort of product people actually use up and repurchase, which is perhaps the highest compliment one can pay.\u003c\/p\u003e","brand":"Noughty","offers":[{"title":"200ml","offer_id":47987242041572,"sku":"NOUWV9540","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0547\/6820\/6011\/files\/TILE_1_Wave_Hello_GelCreme_Packshot_1000x1000_0fc8e758-eb42-465a-a97b-d3bcbcb079e5.webp?v=1772548242"},{"product_id":"get-set-grow-thickening-shampoo-250ml","title":"Get Set Grow Thickening Shampoo 250ml","description":"\u003ch2\u003eHair That Actually Looks Fuller (We're Rather Surprised Too)\u003c\/h2\u003e\u003cp\u003eLook, we're not going to pretend this is magic. But we will say that 87 percent of people who used this shampoo noticed their hair felt thicker and looked properly fuller. Which is, frankly, rather good news if you've been squinting at your reflection wondering where it all went.\u003c\/p\u003e\u003ch3\u003eWhy Choose Our Thickening Shampoo\u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eNoticeably Thicker Hair:\u003c\/strong\u003e 87 percent of users experienced visibly fuller, thicker hair that actually felt substantial in their hands.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eStronger Strands in 12 Weeks:\u003c\/strong\u003e 82 percent felt their hair become genuinely stronger, less prone to breakage, and altogether more resilient.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eReal Volume You Can See:\u003c\/strong\u003e 84 percent agreed this shampoo delivered the kind of voluminous results that make a rather noticeable difference.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eConfidence That Follows:\u003c\/strong\u003e 80 percent of people felt noticeably more confident about their hair once they'd made this part of their routine. Which, when you think about it, is rather the point of the whole thing.\u003c\/p\u003e\u003ch3\u003eProduct Details\u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eSize:\u003c\/strong\u003e 250ml bottle, perfectly sized for regular use without requiring a second mortgage.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow It Works:\u003c\/strong\u003e Designed to thicken and strengthen hair when used as part of a complete routine, delivering results you can actually feel and see.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eTesting:\u003c\/strong\u003e Results based on a 12 week consumer study involving 109 women and men using the full shampoo, conditioner and tonic routine.\u003c\/p\u003e\u003cp\u003eIf you've been hoping for thicker, fuller, more confident hair, this rather deserves a place in your shower. Your reflection will thank you.\u003c\/p\u003e","brand":"Noughty","offers":[{"title":"Default Title","offer_id":47987242074340,"sku":"NOUGR5191","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0547\/6820\/6011\/files\/TILE_1_Get_Set_Grow_Shampoo_Packshot_1000x1000_ecf28a23-a275-44c2-8159-2db2a0c12df3.webp?v=1772548243"},{"product_id":"frizz-magic-conditioner-250ml","title":"Frizz Magic Conditioner 250ml","description":"\u003cp\u003eRather Good Hair Rescue for the Perpetually Frizzy\u003c\/p\u003e\u003cp\u003eLook, we've all stood in front of the mirror wondering why our hair has decided to resemble a startled woodland creature. This conditioner rather brilliantly sorts that out. It's a splendid little bottle of frizz-fighting genius that actually works, combining natural wheat bran and daikon extracts with proper moisturising oils of marula and coconut to leave your hair sleek, conditioned, and mercifully calm.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy Choose Our Frizz Magic Conditioner\u003c\/strong\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eFrizz Reduction and Control:\u003c\/strong\u003e Smoothes those rebellious fly-aways and improves how hair strands sit against each other for a gorgeously sleek finish that lasts rather longer than you'd expect.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHumidity Protection:\u003c\/strong\u003e Shields your hair from environmental moisture, which means less opportunity for frizz to stage its inevitable comeback when you step outside.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eRestores and Strengthens:\u003c\/strong\u003e Builds condition and enhances your hair's natural barrier function, leaving it more resilient and decidedly less inclined to misbehave.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eNatural Ingredient Blend:\u003c\/strong\u003e Wheat bran and daikon extracts work alongside marula and coconut oils to optimise both sleekness and conditioning in one rather elegant formula.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cstrong\u003eProduct Details\u003c\/strong\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eSize:\u003c\/strong\u003e 250ml\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eFormula:\u003c\/strong\u003e Blended with active natural extracts and moisturising plant oils\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSuitable For:\u003c\/strong\u003e Anyone whose hair has ever caught humidity and simply given up\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eRather marvellous results await those ready to take the frizz fight seriously.\u003c\/p\u003e","brand":"Noughty","offers":[{"title":"250ml","offer_id":48846079164644,"sku":"NOUAF5160","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0547\/6820\/6011\/files\/TILE_1_Frizz_Magic_Conditioner_Packshot_1000x1000_ef76225a-d1ea-4116-bdaf-ff367eca093a.webp?v=1772548243"},{"product_id":"frizz-magic-serum-75ml","title":"Frizz Magic Serum 75ml","description":"\u003ch2\u003eSay Goodbye to Frizz, Hello to Rather Splendid Hair\u003c\/h2\u003e\u003cp\u003eLook, we won't pretend this is rocket science, but it does rather feel like magic. This lightweight serum tackles frizz with the quiet confidence of someone who knows exactly what they're doing, leaving your hair looking gorgeously sleek without that dreadful sticky feeling.\u003c\/p\u003e\u003ch3\u003eWhy Choose Our Frizz Magic Serum\u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eFrizz Reduction and Control:\u003c\/strong\u003e Smooths wayward strands into beautiful alignment, giving you that marvellous polished finish you've been after. Flyaways simply surrender.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHumidity Protection:\u003c\/strong\u003e Rather cleverly shields your hair from environmental moisture, which means frizz has far fewer opportunities to stage its unwelcome comeback. Your hair stays calm and collected, even on the most temperamental days.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHeat Defence:\u003c\/strong\u003e Infused with Trametes versicolor extract, a rather fabulous ingredient that defends your hair against styling damage. Use it before blow drying and feel genuinely protected.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eNatural Ingredients You Can Actually Pronounce:\u003c\/strong\u003e We've blended wheat bran, daikon, and mushroom extracts with marula and coconut oils. The result is hair that's not only sleek but properly conditioned. No mysterious chemicals required.\u003c\/p\u003e\u003ch3\u003eProduct Details\u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eSize:\u003c\/strong\u003e 75ml of pure frizz-fighting goodness\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to Use:\u003c\/strong\u003e Apply a small amount to damp or dry hair, focusing on mid-lengths and ends. Your hair will thank you rather profusely.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eIdeal For:\u003c\/strong\u003e Anyone who's ever looked in the mirror after humidity and wondered what happened. So, most of us then.\u003c\/p\u003e\u003cp\u003eTreat yourself to hair that actually cooperates. Your morning routine deserves this small act of kindness.\u003c\/p\u003e","brand":"Noughty","offers":[{"title":"Default Title","offer_id":47987242172644,"sku":"NOUAF5177","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0547\/6820\/6011\/files\/TILE_1_Frizz_Magic_Serum_Packshot_1000x1000_76554a72-c6de-4409-b2c5-7bcf364d23e3.webp?v=1772548243"},{"product_id":"wave-hello-curl-defining-taming-cream","title":"Wave Hello Curl Defining Taming Cream","description":"\u003cp\u003eRather good news if you've ever glared at your reflection wondering why your curls decided to stage a full rebellion. This delightfully crafted cream is rather marvellous at talking your waves down from the ledge.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy Choose Our Curl Defining Cream\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eFrizz Fighting That Actually Works\u003c\/strong\u003e We've managed to smooth each strand without the usual heavy-handed approach, supporting your natural curl pattern from root to tip. It's like having a tiny, impossibly well-mannered hairdresser living in your bathroom.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHydration Without the Weighty Guilt\u003c\/strong\u003e Long-lasting moisture that keeps curls lightweight, soft and genuinely bouncy. No crunchiness, no stickiness, no apologising to your curls for what you've done to them.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSoft Hold and Rather Fetching Shine\u003c\/strong\u003e Enhances definition with a flexible finish that keeps curls touchably soft and full of life. The kind of hold that lets your curls be themselves, just slightly better organised.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003ePowered by Curl-Loving Naturals\u003c\/strong\u003e Enriched with mango butter, rice water, black oats, hyaluronic acid and mushroom extract. We've rather thoughtfully combined ingredients that actually understand what curls need for hydration, manageability and that gloriously healthy look.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eProduct Details\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey Ingredients\u003c\/strong\u003e Mango butter, rice water, black oats, hyaluronic acid, mushroom extract\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eBest For\u003c\/strong\u003e Curly and wavy hair types seeking definition without the crunch\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eFinish\u003c\/strong\u003e Soft, flexible hold with natural shine\u003c\/p\u003e\u003cp\u003eThis rather splendid cream deserves to be in your routine. 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If you've ever caught your reflection in a shop window and thought your hair looked like it had been electrocuted, this splendid formula is precisely what you've been searching for.\u003c\/p\u003e\u003ch3\u003eWhy Choose Our Anti Frizz Shampoo\u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eFrizz Reduction and Control:\u003c\/strong\u003e Our clever little bottle reduces frizz by up to 90 percent and leaves hair seven times smoother for a glorious 48 hours. Flyaways surrender, styles hold firm, and you get the sort of polished finish that makes you look like you've actually got your life together.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eGentle Cleansing Formula:\u003c\/strong\u003e Crafted from 97 percent natural, sulphate free ingredients, this genuinely rather good shampoo cleanses without stripping your locks. Your scalp stays nourished, your hair stays soft, and nothing feels like sandpaper. 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