About Fussy
Fussy is a British sustainable deodorant brand founded in February 2020 by friends Matt Kennedy and Eddie Fisher, both from advertising backgrounds. Frustrated by the failure of larger brands to address environmental problems and struggling to find natural deodorants that actually worked, they created the world's first refillable deodorant made entirely from plants. After becoming the highest-grossing deodorant on Kickstarter worldwide, the brand officially launched in June 2021. The Fussy refillable system features an outer container made from plant-based plastic that houses compostable refills made from waste sugarcane pulp. Designed to fit through UK letterboxes for their subscription service, all packaging is made from recycled, FSC-approved cardboard. The company achieved B-Corp certification, demonstrating their commitment to meeting the highest standards of social and environmental performance. In 2022, Fussy appeared on Dragons' Den and secured investment from two dragons - Deborah Meaden and Peter Jones. This success helped accelerate their growth, leading to a landmark 4,000-store Tesco rollout in March 2023. The brand has raised a total of $860K from investors including Sky Zero Footprint Fund, Velocity Capital, and The Beauty Accelerator. The name "Fussy" represents having high standards - the founders believe brands should do better and consumers should demand more. Having sold over one million deodorants worldwide and built a community of over 150,000 self-proclaimed "Fussers," Fussy has proven that sustainable personal care can be both effective and commercially successful.