Fussy
5 known investors
Fussy sells natural, planet-friendly personal care products marketed as effective and easy to use. It operates a direct-to-consumer online store in the United Kingdom.
Also known as Fussy Deodorant · getfussy
Investors · 5
Also in the syndicate · 2
Company profile
researched Aug 2026Fussy is a British personal care brand that sells refillable natural deodorant alongside body wash, hand wash and travel-size "mini" products. Its core system pairs a durable, reusable outer case, offered in several colours, with plastic-free refills that customers select by scent; refills are sold in multiples of three and can be bought one-off or on subscription. The deodorant range includes a "normal" formulation containing bicarbonate of soda and a bicarbonate-free "sensitive" range, with more than twenty scents plus an unscented option.
The formulations are described as natural and plant-based, using around nine ingredients including shea butter and coconut oil for skin conditioning, bicarbonate of soda and magnesium hydroxide plus a lactobacillus probiotic to target odour-causing bacteria, and tapioca starch for moisture absorption. Products are positioned as free from aluminium, parabens and sulphates, vegan and cruelty-free, and are manufactured in the UK. Refills are made from bamboo and waste sugarcane that is home-compostable and recyclable, while outer cases use recycled and recyclable plastic.
The company sells through its own UK online store, which offers starter packs at £15 and refills at about £5 each, and through third-party retail stockists including Tesco. It has an international presence and has identified Germany, Switzerland and Austria as priority European expansion markets.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 6
launches, deals, and filingsFollowing the Guinness Ventures follow-on investment, continued expansion across Germany, Switzerland and Austria was flagged as the priority for the next phase, building on UK momentum.
Guinness Ventures made a follow-on investment in Fussy, citing consumer demand, expanding retail distribution and international reach; the cap table also includes Velocity Capital.
Fussy secured £50,000 from Dragons Deborah Meaden and Peter Jones on BBC's Dragons' Den at a £2.5m valuation. The episode aired in February 2022 and doubled the customer base from roughly 20,000 to 40,000.
Fussy closed £1.1m from 1,225 investors in under an hour via a crowdfunding campaign that valued the brand at £6.2m.
Fussy's deodorant product launched in June 2021, roughly a year and a half after the company began work in February 2020, following an October 2020 Kickstarter campaign.
After an advertisement drawing comparisons to Unilever, Unilever pursued legal action; Fussy responded with a public apology letter and social media campaign.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Fussyfussy.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Fussy do?
- Fussy is a UK brand selling refillable natural deodorant and personal care products direct to consumers and via retail.
- Who are Fussy's investors?
- Fussy's investors include Active Partners, Guinness Ventures, Velocity Capital Advisors.