Fussy is a sustainable personal care brand that is revolutionizing the deodorant industry with its all-natural, plastic-free, and compostable products. Since their launch in 2020 and public appearance on Dragons Den, Fussy has quickly become a favourite among UK consumers who are fussy about the ingredients and environmental footprint of their personal care products. The brand's dedication to sustainability and its expanding product line, which includes a range of deodorants and accessories, have earned it a loyal following and a growing presence in major UK retailers such as Tescos, Waitrose and Ocado; positioning Fussy as a rising star in the eco-friendly personal care market.

We invested in Fussy due to its innovative approach to personal care, tapping into a rapidly growing consumer trend toward sustainability. The company operates in the global deodorant market, which is valued at $75 billion, offering substantial growth potential for its natural alternatives. Fussy’s strong retail partnerships and proven ability to scale quickly, as demonstrated by its success in leading grocery stores, further solidified our confidence. Additionally, Fussy's profitable customer acquisition strategy and repeat purchase rate position the company well for future revenue growth.