Frequently Asked Questions

To help you get the quickest answer to your query, take a look at our FAQs.

If you can’t find the information please contact us by phone, email or post.

Product queries

Why does my shampoo/conditioner appear to be more runny that the last bottle I had?
Viscosity – the term for the thickness or runniness of a product can be affected by the natural ingredients in a product.  We are committed to using the lowest possible levels of synthetic ingredients to maintain our 97% natural Noughtiness and that can mean that ever so occasionally a product is runnier than you might expect. You will be pleased to hear that this doesn’t impact its performance or the results you will get at all, it just may feel different. We work hard to reduce this as much as possible, however, occasionally there is variation between one batch and another.   This is one of the challenges with working with plant-derived ingredients but Noughty is committed to delivering performance led 97% natural haircare.
Why can't I find the Noughty Rise and Shine range on the website or in stores anymore?

At Noughty we pride ourselves in being transparent, and as we continue to develop new products, it’s sometimes necessary to discontinue or phase out some lines. That’s why from October 2019 the Rise & Shine Hydrate & Shine range will be discontinued. This includes Rise & Shine Hydrate & Shine Shampoo, Rise & Shine Hydrate & Shine Conditioner and Rise & Shine Hydrate & Shine Serum. We hope our loyal Rise & Shine fans will find love with another Noughty range. For those looking to target normal hair, with no other hair concerns, you could try the Noughty Pumped Up Volumising Range. This oil free formula is gentle enough for normal hair and will add a little extra va-va-volume to your roots.

As we bid a fond farewell (sniff) to Rise & Shine we’re busy creating some new Noughty delights and look forward to sharing with you soon. Sign up to our email to keep in touch to hear the latest Noughty news.

Noughty is 97% natural, what is the other 3%?
Our products are 97% natural with many wonderful natural ingredients. The remaining 3% is made up of the preservative system, which stops the product from going off after opening, emulsifying agents, which are necessary to stop ingredients from separating, and some lovely fragrances to make your hair smell delicious.
Do you test your products on animals?
Certainly not! Noughty is never tested on animals.
Are Noughty products vegetarian/vegan friendly?
Yes! We love animals, so we try to ensure this is reflected in our products. All our products are vegetarian and vegan friendly which means we do not use any ingredients such as lanolin (extracted from the oil glands of sheep) or keratin (a protein extracted from animal hair, feathers, hoofs, claws, horns, etc.) which can be found widely within haircare products.
I used a Noughty product for the first time and my hair now feels unconditioned.
Sometimes it takes a bit of time to become accustomed to the performance of natural products. If you have been using alternative brands that contain high levels of silicones or sulphates the hair may need a little time to ‘detox’ (just like after a night out with the girls). Residues can coat the hair shaft and it can take time to fully cleanse the hair of this build up and see the results. Therefore we recommend that you persevere with Noughty for at least 8 washes.
Why don’t Noughty products lather as much as other brands?
Sulphates (or SLS) are often added to make products foam. Noughty is SLS free and uses alternative natural detergents that are just as effective for cleaning your hair. The trick is to add plenty of water and make sure you store the product at room temperature. Many people associate foaming properties with cleansing but these two things do not have to be related. So don’t worry, Noughty will still leave you with that lovely clean feeling!
Tell me more about the Noughty ‘free from’s’?

We don’t use silicones, parabens, sulphates and petrochemicals in our Noughty products. For us, it’s all about choice – about preferring to reduce our toxic load and use as many friendly ingredients as possible.  Instead we use alternative natural ingredients with wonderful results that leave your hair healthy and happy.


Why does Noughty choose to be free from Parabens?
Look on the back of most personal hygiene products, such as deodorants, toothpastes, makeup and shampoo and it’s likely you’ll find parabens in there somewhere. There are four main parabens: butyl paraben, propyl paraben, para-hydroxybenzoic acid and ethyl paraben. They’re included in a lot of products because they are aggressive in destroying most of the bacteria that form in toiletries. However, parabens have been known to cause possible skin irritation for scalps which are more sensitive. At Noughty we choose not to use any parabens as we want our products as gentle as possible. Instead, all our products contain Sodium Hydroxymethylglycinate (try saying that after a glass of wine); a gentle and effective preservative ensuring the end product is of utmost purity for our Noughty fans.
Why does Noughty choose to be free from petrochemicals?

Ingredients such as petrolatum, paraffin liquidum and mineral oils are added to many haircare products as they work successfully and instantly as a smoothing agent, to give soft skin or smooth hair. However, these types of ingredients can sit heavily on skin and hair which could lead to residue build up resulting in lank hair. We don’t think they are necessary in our products as we can achieve the same performance and textures through finely balancing select natural waxes and oils, which will help to reduce build up on your hair.

Why does Noughty choose to be free from Sulfates (SLS)?
Sulfates, more commonly known as SLS, is the most common surfactant used in toiletries to make them foam and cleanse. It is widely used by manufacturers because it’s cheap and effective. However SLS can strip the skin and hair of its natural oils which can have a drying and sometimes irritating effect on the skin. You won’t find SLS in any of the Noughty products – instead we use a cleansing and foaming agent derived from coconut that is much softer and kinder to your skin.
Why does Noughty choose to be free from silicones?
Silicone is an ingredient that wraps around the hair shaft and protects it from moisture. It’s become popular due to the “anti-frizz” benefit, however mid to long term use can make hair dry as this barrier prevents conditioner doing its job. This will lead to product build up, making hair a little limp and lifeless. Sparingly use silicone (if you have to) and detox your hair regularly.  We don’t use any silicones in our products, instead we focus on using the best oils we know to create a natural shine and smoothness for hair, without the build-up. Lovely.


Does your palm oil come from a sustainable source?

Here at Noughty we use derivatives of palm oil in the production of some of our products as this gives the best results for hair. Sustainability is really important to us so we purchase all our palm oil and palm kernel oils from members of the round table of sustainable palm oil (RSPO).

Since 2004, RSPO has been transforming the palm oil industry in collaboration with the global supply chain, to put it on a sustainable path.

I have sensitive skin, can I use your products?
All the products in the Noughty range are 97% natural and are formulated to be extremely gentle, leaving out possible irritants such as sulphates and parabens. However, if you have any history of skin problems or allergies you should speak to your GP first and carry out a patch test on your wrist or behind your ear prior to using any of our products for the first time.
I'm pregnant are Noughty products safe to use?
Oh how exciting! All our products are safe for Moms to be. However if you do have any concerns, please seek medical advice from your GP or midwife. 
Are your products gluten free?

We know some of you have intolerance. These are all of our products that are gluten free:

  • Rise & Shine Everyday Shampoo
  • Rise & Shine Everyday Conditioner
  • Wave Hello Curl Defining Shampoo
  • Wave Hello curl Defining Conditioner
  • Detox Dynamo 2in1 Shampoo and Conditioner




Shipping and delivery queries

I haven’t received all of my order.
Please make sure the item isn't hiding, or wearing a cunning disguise. If it's still not there please contact us at and we will look into it immediately.
When will an item be back in stock?

We hate out of stock issues as much as you. Another fan may have got their hands on it before you, and we are usually back in stock within 5 days. If you are still experiencing difficulty getting your mitts on our Noughty goodies, drop us a message at and we will look into it.

US Next Day Delivery

Can’t wait for the Noughty experience? Make sure you place your order before 12 noon and opt for Next Day delivery at checkout.

Next Day delivery is only available to the following States. NY, NJ, CT.

US Bank and Public Holidays

Any orders placed on US Bank or Public Holidays will be processed on the next working day.



Can I return a product?

We want you to be completely satisfied with your Noughty products, if you are not, for any reason we understand.  We offer a refund or exchange for the full value of the goods minus any shipping, delivery costs within 30 days from date of dispatch. 

If you would like to talk to us about you return or refund, please call the Noughty team between 9-5pm Mon-Fri on (516) 234 2316

Return your item in its original condition including:-

  • Your Name
  • Your Address
  • Order Number
  • Reason for Return/Exchange

Please send to: KMI Brands, 1460 Broadway New York, NY 10036

Please ensure the products are wrapped securely and we recommend you use recorded delivery as we cannot accept liability for good lost in transit.

Where is my refund?
You will receive a confirmation email regarding your refund. Please allow 14 days for the payment to be processed.