Fussy is an eco-conscious brand birthed from the concerns of its founders, Kennedy and Fisher. Their personal observations in consumer packaged goods, combined with challenges in finding safe and natural products for expectant mothers, led them on a quest to create a better product for a greener world. They were driven by the realization that while recycling is popular in the kitchen, the bathroom is often overlooked. Their aim wasn’t merely to produce sustainable products; the goal was to make them superior to existing options in the market.
How Does Fussy’s Refillable Deodorant Stand Out?
Designed to be both aesthetically appealing and environmentally friendly, Fussy’s refillable deodorant is a game-changer. Priced at £12, its outer casing is crafted from a mix of recycled and ocean-bound plastics. Previous models made from corn-based bioplastics were replaced due to durability issues. The refills are innovatively crafted from upcycled sugarcane. The design resembles a colorful pebble, meant to be so visually pleasing that one would be proud to display it.
What Ingredients are Used in Fussy’s Deodorant?
Fussy has taken a unique approach to its deodorant formula. Shea butter, baking soda, and the probiotic lactobacillus are the prime components. It took over 45 iterations to find the perfect blend that effectively neutralizes odor-causing bacteria. While probiotics in deodorants are gaining traction in the U.S., they are still a novelty in the UK and European markets.
How Has the Pandemic Influenced the Deodorant Market?
The global health crisis had an unexpected impact on deodorant sales. A Mintel survey revealed that 28% of British deodorant users reduced their application frequency during the pandemic. Women, in particular, expressed concerns over harmful chemicals. However, there’s a silver lining. With 35% showing interest in natural ingredients and 24% in sustainable packaging, the market for eco-friendly, aluminum-free deodorants is set to soar, predicted to grow at a CAGR of 14.1% through 2025.
Who is Fussy Targeting and What’s Their Impact?
Fussy’s primary target is the environmentally conscious consumer. They estimate that their refills will prevent one million plastic deodorant containers from polluting the environment within their first year. Their eco-initiatives also extend to their distribution strategy and partnerships, including collaborations with organizations like Empower.
Why is B Corp Certification Important for Fussy?
The B Corp certification serves as an external validation of a company’s claims. With customers becoming increasingly vigilant and discerning, it’s essential for brands to transparently showcase their commitment to sustainability. Fussy’s ongoing certification process, expected to span six months, is a testament to their dedication to embedding eco-consciousness at their core.
What’s Next for Fussy?
Beyond their deodorant, Fussy plans to expand its product range within the next six to 12 months. The brand’s focus will remain fixed on the bathroom and their mission to eradicate virgin plastics. Their philosophy is clear – be meticulous about everything, from product sourcing to hiring practices.
In conclusion, Fussy isn’t just a brand; it’s a movement. By championing sustainability and superior product quality, they’re paving the way for a new era of consumer packaged goods.