Fussy is the sustainable personal care brand on a mission to banish single-use plastic from your bathroom
- £3.8 million in annualised revenue after just 1 year of trading*
- x18 growth in monthly reoccurring revenue in last 12 months*
- Over 96,000 customers and 29,000 subscribers
- Named The UK's Best Refillable Deodorant and best Eco-Deodorant
We are Fussy…Fussy about everything in our mission to banish single-use plastic from your everyday bathroom routine with sustainable personal care products that are convenient, effective and desirable.
As seen on Dragons’ Den and having launched just over 12 months ago, Fussy has already scaled to over £2m in gross revenue and recently achieved annualised revenue of £3.8m (based on Aug 2022 sales)*.
Our first product, named ‘The UK’s Best Refillable Deodorant’ by The Independent as well as ‘The Best Eco-Deodorant’ by Glamour, is now the UK’s highest-rated refillable natural deodorant.
And it’s easy to see why. With plastic-free refills delivered straight to your armpits every month via a flexible subscription model and a science-backed probiotic formula that eats sweat for breakfast…saving the planet has never smelt so good.
Fussy aims to be the authority figure in sustainable personal care globally and to set a new standard for the experience that sustainable products deliver.
Substantial accomplishments to date
In just over 12 months Fussy has achieved results across all areas of the business:
Growth And Marketing
📈 7.8X revenue growth between Aug '21- Aug '22 and 18x growth in recurring revenue*.
👌 69% of customers make a return purchase within 12 months.
🙌 Achieved over £2m in sales and £3.8m annualised revenue*.
💪 97,000 customers and 29,000 subscribers with 5% monthly churn.
Awards And Reviews
⭐️ The highest-rated UK based refillable natural deodorant on Trustpilot with over 3,500 reviews.
🏆 Multiple award-winning product design, winning the prestigious Red Dot Design Awards and Silver and Gold at The International Design Awards.
🌍 Over 100,000kg of single-use plastic saved.
🌍 Bcorp Pending.
🌍 A member of 1% For The Planet.
🌍 Certified Carbon Neutral.
🇪🇺 Built a stable and scalable supply chain.
🛒 Launched into retail including Urban Outfitters.
👃Doubled the scent range and developed a strong NPD pipeline.
💼 Secured backing from one of the UK’s most active Seed funds and notable angel investors in the D2C space.
🔥Won investment on Dragons’ Den.
👨👧👧 Built an engaged community of over 150,000 Fussers across email, Instagram and Tiktok.
🏢 Put in place an experienced senior management team.
🏆 Founder Matt is a finalist for Entrepreneur of the Year at The Great British Entrepreneur Awards and nominated for Start-Up of the Year.
*Based on unaudited management accounts.
Focus has been on building a direct relationship with customers, selling direct via the Fussy website (D2C), whilst continuously learning and improving the product.
Over 40% of sales are generated through a flexible subscription service, providing a predictable income stream and a higher customer lifetime value (LTV). Customers can also choose to purchase as a one-off if they wish.
Revenue growth will be driven via omnichannel distribution, international expansion and new product development.
This includes both bricks and mortar as well as online retailers such as Amazon to increase physical availability. Fussy launched recently into Urban Outfitters, Naturisimo and Amazon with numerous large retailers in the pipeline.
International expansion will focus on the EU in 2023 first with USA and AU to follow. Fussy's supply chain has been built to allow this.
Fussy intends to position itself across multiple product verticals launching new revolutionary products in the next 12 months
Use of proceeds
Proceeds will be used to scale Fussy's distribution, territory expansion and new product development with approximately the following splits:
Growth & Marketing 40%
Data-driven performance marketing function will continue to drive acquisition across multiple channels and expand into new channels. Will also allow Fussy to continue to build the brand as a content destination.
New Product Development 25%
Building out an internal 'Fussy Lab' function, partnering with some of the best product developers in the UK and EU allowing Fussy to innovate across multiple product verticals.
Operations And Sales 10%
Continue to build a stable and scalable supply chain, undertake improvements to the existing product to improve margins. and building out the technology stack to allow efficient deployment of resources.
Recruitment within sales, finance, brand and growth but will continue to operate a lean team, recruiting only as growth allows.
Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company and listed above. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.
The company currently has three classes of shares, Ordinary Shares, Ordinary A Shares and Ordinary B Shares.
All share classes receive the right to dividends and to vote, except Ordinary B Shares which will only be awarded from the option pool and are non-voting. On a winding up, all share classes participate pro rata. On an Exit, the Ordinary A shares have a 1x non-participating EIS eligible preference.
All investors in this round, including Seedrs investors, will be receiving Ordinary A Shares.
£549,895 of the investment being reflected as part of the amount raised was received by the company between 03/04/22 and 03/06/22. The investment is on the same terms as the Seedrs investment.
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