Fussy

🥾 We’re taking the BO out of Boots 🥾⁠ That’s right you can now find Fussy in 400 Boots stores and online. Thank you for all the support that has got us this far - another step forward in our mission to banish single-use plastic from the bathroom 💪⁠⁠ 🌎

Fussy has officially crossed the pond and landed in Tesco Ireland ! And yes, we do think that shelf tray is probably the best-looking tray in the aisle (not biased at all, promise). #powertoyourpits #refillnotlandfill #retail

Would you like to smell like Ben? Now you can. Our new Wilderness scent captures the great outdoors, with notes of green bergamot, rugged cedarwood and smoky vetiver. Smells like adventure, available online now!

🎉 Humblebrag alert but sometimes, it’s important to give yourselves a pat on the back, right? 🥳 A massive THANK YOU to all our customers, partners, investors, and, of course, the dream team for making sh*t happen. Here’s what we’ve achieved together at Fussy this year: 🌱 Saved 200,000+ kg of single-use plastics and sold over 6 million refills 🚀 Became the fastest-growing deodorant brand in the UK 🛒 Launched nationwide into Sainsbury's, Waitrose, Ocado and more 👩💻 Grew the team from 10 to 23 amazing Fussy individuals 🏆 Named Number 47 in the Top 100 UK Startups 💻 Launched a shiny new website ⚽ Made armpit history by sponsoring the world’s greenest football club 🌈 Stood up for planet and people with our #EverybodySweats campaign 🧴 Launched the world’s smallest deodorant 📢 Ran our largest-ever mini billboard campaign 🎵 Dropped a rap video featuring Deborah Meaden 🎄 Released a viral Christmas advert (beating Disney and Apple to the top spot) ⚠️ Got a slap on the wrist from the ASA (again 🤫) 🏢 Moved offices (again!) And the best part? We did it all with smiles on our faces (most of the time). Here’s to an even better smelling 2025 ✨🥂 Everyone at Fussy x

Santa is definitely on the naughty list this year! Watch if you dare. 🎅🍆 To celebrate our latest scent inspired by the big man himself, we've created a never-before-told festive fable...that maybe should have stayed never-told. Smelling truly is believing. 🎅✨ #smellingisbelieving #SmellLikeSanta #TheRightAmountOfWrong

🚨 We’ve just launched our BIGGEST-ever OOH campaign across prime London locations to promote our new Mini Deodorants… but there’s a twist. You'll need a magnifying glass to spot them! 🔍 Handcrafted from cardboard and carefully painted, these tiny posters measure just 3mm tall and cost a grand total of £5.87 to produce. Not bad for placements outside Buckingham Palace, the London Eye, and Piccadilly Circus! Proof that size really doesn’t matter when it comes to posters...or deodorants. 😉 #OOHcampaign #Sizedoesntmatter #smallbutmighty #MiniMarketing #Fussy

💥 We just crushed the competition—literally! 💥 By recycling discarded single-use plastic deodorant bottles from the big brands 🕊, we created something unique: a limited-edition vinyl record featuring our ‘90s-inspired hip-hop track, Believe The Fuss. 🎶 Partnering with a specialist manufacturer, we used cutting-edge lathe cut techniques to transform what would’ve been landfill waste into a vinyl record with our own pit anthem. no mix, but we’ve got a D&B remix too for all the drum and bass heads. 🎛️ It’s the ultimate recycling flex. If you haven’t heard the original track yet, check it out in the comments below. ⬇️ Believe the Fuss! 🌱💿 #BelieveTheFuss #sustainability #recycling #innovation #vinylrecords #circulareconomy #hiphop

Deborah Meaden , 90's rap , aluminium aliens, anthropomorphic fruit and the inside of an armpit ...we only gone and made a Youtube ad. 🐉 🎤👽🍋💪 Link to full version in comments. Let the BO battle commence! 💥 #believethefuss #battleBO #FUSSYAF

There's a new deodorant in town...add Fussy to your weekly shop in Sainsbury's. #smellthedifference #powertoyourpits

Did you spot our new giant Fussy-shaped display in Sainsbury’s recently? We launched this pink beauty in over 200 Sainsbury’s stores, and it created quite a fuss! We saved more than double the amount of plastic compared to previous weeks, achieved a record share of the deodorant category... and even got approval from grime legend JME. Power to your pits! 🌎💪