# Fussy: Consumer goods, London, United Kingdom > Fussy: Fussy is a UK-based sustainable personal care brand founded in February 2020 by Matt Kennedy and Eddie Fisher. Based in London, United Kingdom. Source: https://millionrounds.com/startup/fussy-2 (Millionrounds; every figure on the page links to its filing or article) United Kingdom · [Consumer goods startup](https://millionrounds.com/companies) # Fussy Fussy is a UK-based sustainable personal care brand founded in February 2020 by Matt Kennedy and Eddie Fisher. Email Funding reported Last round: Non equity assistance Consumer goods London, United Kingdom Follow Fussy and see its new rounds in your feed. [Start following](https://millionrounds.com/login?join=1&why=follow&next=%2Fstartup%2Ffussy-2) Company summary - **Founded:** 2020 6 years old - **Team:** 79 51 to 200 people - **Funding reported:** 1.7M as listed, currency not stated - **Last round:** Non equity assistance Feb 2024 How sure we are - ✓ **Listed** We know it exists and what it does - 2 **Funding reported** A company dataset reports a raise - 3 **Observed** A filing or a dated announcement confirms a round No round for Fussy has been confirmed by a filing or an announcement yet, so nothing here counts toward an investor's record. [How we decide](https://millionrounds.com/methodology) ## About 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. ## What company datasets say Fussy raised Funding, as reported Reported in all **1.7M** in the source's currency Rounds **5** Last round **Non equity assistance** Last round size **2.7M** Last round date **Feb 2024** Investors listed **4** ## Funding filed with regulators Fussy filed 11 raises, $14M in all. Filings say how much was sold and to how many investors; they never name the investors. - Apr 2026 **$177K** UK share allotment - Apr 2026 **$581K** UK share allotment - Apr 2026 **$862K** UK share allotment - Mar 2026 **$1.7M** UK share allotment - Dec 2025 **$2.7M** UK share allotment - Apr 2025 **$877K** UK share allotment - Aug 2024 **$246K** UK share allotment - Aug 2024 **$772K** UK share allotment - Apr 2024 **$525K** UK share allotment - Mar 2024 **$4.2M** UK share allotment - Dec 2022 **$909K** UK share allotment ## On a portfolio page Investors who name them - [Gifted Ventures - The First Neurodiverse Investment Fund](https://millionrounds.com/fund/gifted-ventures-the-first-neurodiverse-investment-fund) Each firm lists Fussy on its own website. That is the firm's claim, a weaker thing than a round we watched, but a named source. ## The company, in detail What they build Known for moisturizing ingredients zero waste personal hygiene zero waste personal care environmentally conscious brand cruelty-free skincare uk personal care consumers limited edition sustainable beauty products eco-conscious personal care brand environmentally friendly seasonal scents manufacturing personalized skincare exfoliating bars refill subscription service Built with from their website Google Tag Manager HREF Lang Paypal Google Ads Klaviyo Meta Audience Network Convert YouTube Google Workspace CloudFlare +8 more Viewport Meta CookieYes Afterpay Mention Me Shoplift Apple Business Manager Google Meet Shop Pay - **Sector:** Consumer goods - **Industry code:** NAICS 33993, 325620, 454110, SIC 2048 - **Full record:** [Every detail in the company directory](https://millionrounds.com/directory/fussy) ## Consumer goods in United Kingdom Startups like it - [**Big Potato Games B CorpTM** London · founded 2014](https://millionrounds.com/startup/big-potato-games-b-corp) - [**Mzuri Group** Lisburn · founded 1979](https://millionrounds.com/startup/mzuri-group) - [**Evolution Aqua Group** founded 2001](https://millionrounds.com/startup/evolution-aqua-group) - [**Paladone** Shoreham-by-Sea · founded 1994](https://millionrounds.com/startup/paladone) - [**Effective Coupons** London](https://millionrounds.com/startup/effective-coupons) - [**Sure Petcare** Cambridge · founded 2007](https://millionrounds.com/startup/sure-petcare) - [**Mayku** London · founded 2015](https://millionrounds.com/startup/mayku) - [**Tenkara** Worthing · founded 2024](https://millionrounds.com/startup/tenkara) ## Is this your company? 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