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Sustainable Deodorant Brand Fussy Secures Investment

Published November 27, 2023
Published November 27, 2023

The UK-based sustainable deodorant brand Fussy has secured funding from Velocity Capital. 

WHO: Launched in 2021, Fussy, a UK-based refillable deodorant concept founded by Matt Kennedy and Eddie Fisher, who both come from advertising and branding backgrounds, set out to please both “pits and the planet” by reducing the need for single-use plastic. The packaging includes compostable refills slim enough to fit through UK letterboxes. The outer container is made from plant-based plastic, refills are made from waste sugarcane pulp, and all packaging is made from recycled, FSC-approved cardboard. The brand said they conducted an in-depth material analysis and found this combination to have the lowest impact. Launched DTC, the brand entered its first retail partnership with Tesco in a 4,000-door rollout across the UK in March 2023.


  • Fussy raised funds from Velocity Capital. 
  • In 2022, Fussy secured £50K in investment from Deborah Meaden and Peter Jones on BBC’s Dragons’ Den, valuing it at £2.5 million for a joint 2% stake for the two "dragons," and raised £1.1 million from 1,225 investors within an hour of the pitch going live, valuing the brand at £6.2 million. 
  • Since launching in 2021, the brand has established a loyal fan base of over 400,000 armpits and sold over 1 million deodorants, and is stocked nationwide in the UK’s biggest retailer Tesco, along with other retailers.

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