Why did we invest?
A mission-driven brand at scale
Fussy makes natural, refillable deodorant designed to cut the plastic waste of everyday personal care. Customers buy a durable, reusable case once and then receive refills in plastic-free packaging, often through a subscription. Fussy now sells online and through leading UK retailers, with a growing presence in Europe. Recurring subscription revenue combined with retail distribution gives Fussy both predictability and reach. Natural and sustainable deodorant is one of the fastest-growing segments of personal care, and Fussy is well positioned to lead it in the UK and Continental Europe.
Strong leadership and backers
Fussy was co-founded by Matt Kennedy and within a short span it has become one of the leading deodorant brands in the UK. Fussy has shown that a sustainable product can win in a highly competitive mainstream category, not just a niche one. Fussy is a great example of what we look for: a mission-driven business that’s also commercially successful. Matt is supported by a highly-experienced senior leadership team and the business is backed by some of the leading consumer investors in the UK and Europe.
Key Impact areas
Reducing plastic waste
Natural formulations offering an alternative to conventional deodorants. Products are vegan and cruelty-free, and designed to be as effective as mainstream brands, if not more so.
Cleaner, kinder products
Certified B Corp, meeting high standards of social and environmental performance, accountability and transparency. Member of 1% for the Planet, pledging 1% of revenue to environmental causes. Sustainability built into how the business grows, from packaging to partnerships.
Responsible business
A refill model that replaces single-use plastic deodorant sticks and roll-ons in a product most people use every day. A durable, reusable case paired with refills in plastic-free packaging. Makes sustainable choices easy for mainstream consumers, not just committed eco-shoppers.
