What is Fussy?
Fussy is a personal care company that creates sustainable, plastic-free, environment-friendly, biodegradable and refillable deodorant. The brand aims to remove single-use plastic from your life by offering unique, high-quality, simple, effective and scientifically-proven self-care products. It is a deodorant company dedicated to providing fresh-smelling armpits to its customers by delivering high-quality fragrances.
Fussy is a UK-based family-run business that crafts handmade deodorant with exceptional eco-friendly qualities. These refillable deodorants neutralise odour-causing bacteria and protect and moisturise your skin. The brand offers 100% vegan, gluten-free, aluminium-free and cruelty-free refillable deodorants made from sugarcane waste. Moreover, being a planet-friendly brand, Fussy makes the case for these deodorants with recycled plastic.
The real challenge for Fussy refillable deodorants was to make the perfumes more desirable, effective, and convenient than other sustainable scents. Soon, they filled the market gap and became the UK’s most prominent sustainable refillable deodorant brand. The brand’s dedication to crafting environment-friendly products without compromising performance has garnered a loyal customer base.
Significance of Fussy Refillable Deodorants
Fussy creates all its products from skin-friendly natural ingredients. The brand’s refillable deodorants contain coconut oil, sunflower wax, caprylic, shea butter, magnesium hydroxide, tapioca and a probiotic. Moreover, the personal care brand offers products for normal and sensitive skin.
Fussy refillable deodorant combines its base ingredients with essential oils to design uniquely scented refillable deodorants. These fragrances are available in the following scents: Dragon Fruit, Wavy Days, Night Tales, Forest Haze, Sun Drunk, Parma Violet, Cloud Nine, Wide Eyed and Tropic Tonic. Additionally, the company offers non-scented deodorants with base ingredients for people who love to embrace their body’s natural fragrance.
Every year in the UK, people throw away almost 3.2 billion single-use plastic bottles of deodorants. This plastic can have adverse effects on the environment. To solve this problem, Fussy is offering an environment-friendly alternative. Additionally, the company is revolutionising the personal care industry by using compostable packaging and natural ingredients to design its scents.
Who is the Founder of Fussy Refillable Deodorants?
Matt Kennedy and Eddie Fisher introduced Fussy in January 2020. It all started when the duo noticed the large amount of single-use plastics in their washrooms. So they pooled their savings onto the kitchen table and established Fussy to find a better and planet-friendly way for personal care.
Matt Kennedy is the CEO and Founder at Fussy. He is also a Mentor at Virgin StartUp. Before founding Fussy refillable deodorants, Matt was a Senior Creative at Grey London and received several awards for his incredible performance. Moreover, he established the world’s first Japanese sake, For Goodness Sake, in 2018. Kennedy has over 15 years of experience as a Senior Creative, Senior Consultant, Surveyor and entrepreneur.
Currently, Eddie Fisher is the Creative Director at Crispin Porter+Bogusky. He is also the Founder of Fen Meadows, a small luxury campsite. Fisher has worked as a Creative and Creative Director for over a decade at several companies, including Lucky Generals, Saatchi & Saatchi UK, Wieden + Kennedy, VCCP and Ogilvy.
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The Pitch of Fussy Refillable Deodorant on Dragons’ Den
Matt Kennedy and Eddie Fisher entered Dragons’ Den in February 2022. They pitched Fussy Refillable Deodorant to five multimillionaire dragons, including Peter Jones, Sara Davies, Deborah Meaden, Steven Bartlett and Touker Suleyman. The duo sought an investment of £50k for a 1.5% stake in her business.
After listening to their pitch, Meaden stated, “I am in love with everything you have done. Your name and branding are fantastic. You have flawlessly pitched your product and represented your ethics. So I am offering you all of the money but for a 6% equity in the company.”
Impressed by the pitch of Fussy Refillable Deodorant, Jones said, “I hope you know you have done a great job. According to me, you brilliantly pitched your product. Moreover, your design is exceptionally fantastic. If I invest in your business, I can be your Mary Poppins because I will do everything you need. Additionally, together, we can create impressive shareholder value. Therefore, I am offering you £50k for a 5% share in your business because I love your product.”
After a tough negotiation, Fussy refillable deodorant secured a combined deal from Peter Jones and Deborah Meaden. Peter and Deborah jointly invested £50k for a 5% equity.
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Where is Fussy Refillable Deodorant Now?
Since its appearance on Dragons’ Den, Fussy has built six new jobs and established its deodorant factory. The demand for these refillable deodorants has grown tremendously, making the planet-friendly product a huge success. Soon after appearing on Dragons’ Den, Matt stated, “The audience’s response has been surprising and overwhelming! The support of the dragons can help us make a better-smelling and plastic-free world.”
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The personal care brand hit its target of achieving £700k in crowdfunding within an hour of appearing on TV. According to the grocer, 1,225 investors have raised £1.1m in the Fussy till now. Moreover, the company’s valuation was £6.2m in October 2022.
The London-based self-care brand promises to offer skin-friendly scents worldwide. You can buy the company’s attractive, exotic, sweet and fresh fragrances from its official website. You can also take a Fussy subscription, where you can select your case and refill for just £12. You can also buy refills separately for £5 per refill. Moreover, you can choose and change your refills and delivery schedule. With hard work, innovation, determination and excellent PR, Fussy has become a famous refillable deodorant company.