Conventional deodorants generate single-use plastic waste and may rely on ingredients that some consumers find irritating.
R&D Focus
Refillable deodorant packaging, compostable refills and microbiome-supportive odor control.
Innovative Solution
A durable reusable case accepts plastic-free compostable deodorant refills. The formula uses probiotic ingredients to help neutralize odor-causing bacteria.
Solution Effectiveness
The company reported preventing more than 100,000 kg of single-use plastic and receiving more than 3,500 five-star Trustpilot reviews.
Investment Funding
Last Funding Stage
Non-equity Assistance
Total Funding Amount
1.96M
Last Funding Date
28-02-2024
Lead Investors
SFC Capital, Tesco Accelerator Programme., Deborah Meaden, Peter Jones
Revenue
$1M to $10M
People
Founders
Eddie Fisher
Matthew Kennedy
About
Fussy is a sustainable personal care brand that creates deodorants with plastic-free compostable refills and a durable outer case designed to last a lifetime, smelling good. Fussy’s probiotic deodorant neutralizes odor-causing bacteria and is full of natural ingredients that care for the skin as well as the planet.
Products
Product
Fussy Refillable Natural Deodorant: reusable case with compostable scented refills for daily odor control.
Star Product
Refillable Natural Deodorant, because it is the core product and the highest-grossing deodorant launch reported on Kickstarter.
Demo Product or Complete Product?
Complete product launched through Kickstarter in October 2020 and is commercially available.
Future Plan
Investment Funding
Raised £1.5 million in 2022, including crowdfunding of more than £700,000; later secured investment from Velocity Capital.
Awards and Recognitions
Awards
Red Dot Design Award for packaging design.
Participations
Featured on BBC Dragons’ Den.
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