Fussy is an innovative UK-based refillable deodorant concept founded by Matt Kennedy and Eddie Fisher. Launched in 2021, the founders capitalised on the sustainability drive to create their product, whose compelling value proposition is to reduce the need for single-use plastic in the bathroom, thereby helping to minimize waste, and to conserve the environment.
The packaging includes compostable refills, whilst the outer container is made from a plant-based plastic, refills are made from waste sugarcane pulp, and all packaging is made from recycled, FSC-approved cardboard.
Fussy entered its first retail partnership with leading UK retailer Tesco in a 4,000 store rollout across the UK in March 2023, and has sold over 1m deodorants since launch.
In 2022, the company secured £50,000 funding from Deborah Meaden and Peter Jones on BBC’s Dragons’ Den, for a post-money £2.5m valuation.
The company then raised £1.1m from 1,225 investors through a crowdfunding campaign, achieved within an hour of going live, valuing the brand at £6.2m.
Fussy has recently secured venture capital funding from Velocity Capital, a VC fund, focusing on investing in B2C and D2C businesses. Velocity Capital is a EIS and SEIS structured fund, which are tax efficient structures, enabling investors to get tax relief.
