Fussy, the sustainable personal care brand on a mission to banish single-use plastic from the bathroom, has been named a finalist for the ITV Growth Accelerator Award at the 2026 Lloyds British Business Excellence Awards. The company designs simple, effective and attractively packaged products, led by a natural refillable deodorant that it says is the UK’s highest rated on Trustpilot.
After proving its refillable model with natural deodorant, Fussy expanded into body and hand washes. By ensuring the refills work as well and look as good as conventional options, the business says it is showing how easy it can be to make a planet-friendly switch, rather than asking customers to compromise on performance or design for the sake of sustainability.
Relentlessly fussy about ingredients
What separates the brand from traditional rivals, it says, is being relentlessly fussy about what goes into its products and onto customers’ skin. Its award-winning refillable designs pair durable outer cases with planet-friendly refills made from either waste sugarcane or infinitely recyclable aluminium. Inside, the company says it uses only clean, natural ingredients that guarantee 24-hour performance, including a unique probiotic in its deodorant that targets odour-causing bacteria. Fussy is certified as a B Corporation, by Leaping Bunny and by the Vegan Society, and says its products are toxin-free and never tested on animals. Those credentials, the company argues, are central to a brand that wants customers to trust what they are putting on their skin as much as they trust the environmental promise.
From Kickstarter to the Dragons’ Den
Fussy launched via Kickstarter in 2020, and its growth accelerated after it secured investment from Deborah Meaden and Peter Jones on the BBC’s Dragons’ Den, an appearance broadcast in early 2022. That backing, the company says, has helped establish Fussy as the highest-ranking single product in UK retail, and the brand is now expanding internationally with 43,000 global distribution points across Germany, Australia and other new markets.
Commercial momentum and measurable impact
In commercial terms, the business reports that it reached £29.2 million in revenue in its 2026 financial year and is on track to deliver more than 60 per cent growth again this year, with forecast revenue of £50 million in FY27. It says it is prouder still of its environmental impact: over the past year, the company reports that its community of customers has prevented 221,000kg of single-use plastic from entering the environment.
The combination of rapid commercial growth and a clear environmental purpose sits at the heart of Fussy’s case as a finalist in the ITV Growth Accelerator Award, a category that recognises high-growth UK businesses with national ambition. Winners of the Lloyds British Business Excellence Awards will be announced on 10 November 2026 at Grosvenor House in London.
