Refillable deodorant

In 2021 I founded and scaled Fussy, from a scribble on a piece of paper to a company with a multi-million pound valuation that's hailed as The UKs Best Eco Deodorant by Glamour Magazine. It’s been quite a journey, I've been involved in every aspect of growing the business, including the design and manufacturing of the case, the deodorant and fragrance formulation, packaging, branding, successfully raising raising investment and developing a global fulfilment and distribution strategy.

 

It all began with the highest grossing personal care Kickstarter campaign of all time. From here we raised a pre-seed funding round, appeared on ITV, getting a shout out from Holly Willoughby and after a successful Dragon Den pitch we have welcomed Deborah Meaden and Peter Jones onto the board. A notable mention should also be given to the rave reviews from the Guardian, Vogue, Refinery29 and Wallpaper to name but a few.

 

I learnt a bunch of acronyms along the way OMTM, LTV, CAC, ,NSM, BOF/MOV/TOF, COGs, CPM, yes FML.  We have managed to have fun too, gaining the attention of Unilever CEO, Alan Jope, but more importantly we achieved what we set out to accomplish, by establishing a purpose-driven DTC brand that’s culturally relevant and loved among our 20+ audience. Deodorant is just the start though, watch this space for more revolutionary product launches.

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