Mumbai: Komerz, the technology-led omni-channel commerce platform, has announced the acquisition of UK-based natural haircare brand NOUGHTY from KMI Brands, marking its entry into the global beauty and personal care category and reinforcing its strategy of building technology-driven consumer brands at scale.
Valued at £6.4 million, the transaction comprises a combination of cash and stock and adds to Komerz’s acquisition activity, which now exceeds £50 million. The company said the acquisition reflects its belief that the future of consumer commerce will be shaped by integrated ecosystems combining brand ownership, technology, market access, data and operational capabilities.
The move positions Komerz in the rapidly expanding global beauty and personal care sector, expected to surpass $665 billion in value in 2026, while beauty e-commerce continues to outperform broader retail growth globally. In the UK alone, the beauty and personal care market is projected to reach £13.5 billion this year, with haircare contributing an additional £2.2 billion.
Founded in 2016, NOUGHTY has established itself as one of the UK’s recognised independent natural haircare brands, combining direct-to-consumer growth with strong retail distribution across marketplaces, high street channels and international markets, including India.
For Komerz, the acquisition brings a consumer-facing brand with existing scale and growth potential that can leverage the company’s AI-powered commerce infrastructure to accelerate expansion across markets and channels.
Commenting on the acquisition, Siddharth Shankar, Chief Operating Officer at Komerz, said, “Beauty is where many of the most important shifts in modern commerce are happening. 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 of acquiring both brands and commerce capabilities to build an integrated operating model spanning technology, growth, distribution and execution.
Recent additions to its portfolio include Great Wines Direct in the UK, Pathformance Technologies in the United States, and India-based brand and marketing consultancy Glassbox.
Founded in the UK in 2023, Komerz currently holds a pre-money valuation of £500 million and is developing what it describes as an AI-led operating ecosystem designed to help consumer brands scale internationally.
At the core of this model is the Komerz Operating System, an AI-powered commerce platform that integrates data, intelligence and execution across brand functions including consumer targeting, retail planning, demand forecasting, channel optimisation, market expansion and performance measurement.
Shankar added, “The traditional boundaries between technology, distribution, brand ownership and growth are rapidly disappearing. 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.”
