Fundraising FoxFussy
5 known investors
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Fussy makes personal care products designed to reduce single-use plastic waste in bathroom routines. The company offers science-backed alternatives to conventional products, with an initial focus on deodorant and personal hygiene items.
Also known as Fussy Deodorant · getfussy
Investors · 5
How we know: Active Partners's portfolio page · the VCSheet dataset · Not right? Tell us
How we know: Guinness Ventures's portfolio page · funding news · press coverage · research · thecheckout.eu · Not right? Tell us
How we know: funding news · press coverage · Not right? Tell us
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 9 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 · 10
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 appeared on BBC's Dragons' Den (aired February 2022, filmed June 2021) and secured £50,000 from Deborah Meaden and Peter Jones at a £2.5m valuation. The broadcast doubled the customer base from about 20,000 to 40,000.
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.
The product launched to market roughly a year and a half after work began on the concept.
After an advertisement drawing comparisons to Unilever, Unilever pursued legal action; Fussy responded with a public apology letter and social media campaign.
Unilever sought legal action after a Fussy advert made comparisons to the company; Fussy responded with a public apology letter and campaign shared on social media.
Fussy launched on Kickstarter in October 2020, raising initial investment that allowed the founder to leave his advertising job.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 9
primary sources listed
- Fussyfussy.com · web
9 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.