Fussy

Fussy is a UK-based personal care company founded in 2020, specialising in refillable products designed to eliminate single-use plastic from bathrooms. The company's range includes a refillable natural deodorant, body wash, and hand wash. Its deodorant, made with natural ingredients, is vegan and cruelty-free; each refill is 100% compostable and lasts four to six weeks.

The business is a member of 1% for the Planet, committing a portion of revenue to environmental causes. Its products are formulated to be both vegan and cruelty-free, aligning with established consumer-goods standards on animal welfare and ingredient sourcing. Fussy positions its compliance with these standards as central to its brand identity, rather than peripheral.

Commercially, the company has demonstrated meaningful traction in the UK market. It launched via Kickstarter, attracting over 8,000 backers, and has since earned recognition as the UK's highest-rated natural deodorant on Trustpilot. The company was also featured on the BBC programme Dragons' Den. Fussy operates exclusively in the UK and falls within the sustainable consumer goods vertical.