Fussy wins Grocer Gold 2026: refillable deodorant brand grows 116%

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Fussy

Winner: Fussy

Launched via Kickstarter in late 2020, refillable personal care challenger Fussy was born out of an understanding that Brits wanted effective natural deodorant without single-use plastic.

Starting as a DTC player, Fussy gained momentum quickly, securing investment from Deborah Meaden and Peter Jones during its 2022 appearance on Dragons’ Den. A listing with Tesco followed the next year. The brand is now available from Sainsbury’s, Boots, Holland & Barrett, Superdrug and Ocado, and boasts 30,000 distribution points in the UK alone.

Alongside a commitment to sustainability, an eye for design and a nose for fragrance innovation have played a crucial role in growing Fussy’s sales, broadening its core audience and attracting new shoppers. Its sleek deodorant cases come in a wide spectrum of spectacular colours, while its refills offer myriad alluring scents – including lavender, geranium & vetiver; cedar, cinnamon & patchouli; sandalwood, tonka beans & leather , not to mention cotton candy & vanilla.

In the past 12 months, Fussy has taken its expertise beyond deodorant, launching bodywash and handwash. Both feature an innovative aluminium can refill that is simple to use and infinitely recyclable. The products have already secured more than 4,000 distribution points.

Total value sales continue to rocket – up 116% year on year – and Fussy is on track to deliver about £30m revenue this financial year, having grown market share 60%.

“It’s only a matter of time before a bigger company snaps up Fussy and its excellent products,” predicted our judges, who noted the brand’s clear purpose and strong market growth. Fussy was an “excellent challenger delivering standout growth through genuinely differentiated refill innovation and strong multi-channel execution”, they said. It offered a “clear response to sustainability and convenience trends with impressive commercial impact”.