Fussy

Fussy is a UK-based sustainable personal care brand founded in February 2020 by Matt Kennedy and Eddie Fisher.

The company focuses on refillable natural deodorants aimed at reducing single-use plastic in bathrooms. Its flagship product is the UK's top-rated refillable natural deodorant, which features plastic-free, compostable refills made from waste sugarcane and a durable case crafted from recycled plastic. Fussy's deodorant formula includes natural ingredients like coconut oil and shea butter, along with a probiotic that neutralizes odor for over 24 hours. The brand offers a subscription plan for convenient refill delivery and also allows one-time purchases. Fussy products are available online and through major UK retailers such as Tesco and Sainsbury’s. The company targets eco-conscious consumers, particularly Gen Z and Millennials, who value sustainability and effective personal care solutions. Fussy has achieved significant recognition, including a £7 million annual run rate within 18 months and a high score on ethical product ratings.