getfussy.com
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Fussy: The £10M Dragon-Backed Deodorant Disruptor
How a refillable natural deodorant brand scaled to $12M revenue and 35k+ 5-star reviews.
In a market dominated by giants like Unilever and P&G, Fussy didn't just enter the deodorant aisle—they reinvented it. By combining a refillable subscription model with a formula that actually works, they've turned a daily necessity into a cult lifestyle brand.
"They didn't just sell deodorant; they sold a sustainable habit that happens to smell incredible."
The Subscription Flywheel
With 47% direct traffic and 41% organic search, Fussy has built a brand that people seek out specifically. The 'fussy' keyword alone drives over 20K monthly searches. This isn't accidental discovery—it's intentional loyalty. Their refill model creates recurring revenue while the plastic-free refills lock in environmental credentials that modern consumers demand.
Community Over Commercials
34,869 Trustpilot reviews averaging 4.8/5 isn't just a metric—it's a moat. While competitors buy ads, Fussy buys trust. Their social presence (@getfussy) isn't broadcasting; it's listening. The Dragons' Den appearance was a catalyst, but the community is the engine. Every refill is a vote of confidence, every review a shield against commoditization.
The tech stack reveals a pragmatic approach: jQuery, Tailwind CSS, and Google Analytics. They're not over-engineering—they're optimizing for conversion. The PWA implementation suggests a focus on mobile-first experience, crucial for their demographic. With $10M in funding, they've chosen to invest in product and brand rather than flashy tech.
- Refillable system: 90% less plastic than traditional deodorants
- Science-backed formula: 24-hour odor protection claims
- Subscription-first model: Locking in lifetime customer value
- Dragon-backed credibility: Strategic capital and mentorship
- UK market dominance: #1 rated natural deodorant in their region
The Fussy Playbook: Sustainable Habit + Community Trust
For founders: They proved you don't need to reinvent the wheel—just make the daily ritual better, greener, and more personal.
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Fussy™ Refillable Natural Deodorant - As Seen On Dragons' Den
As seen on Dragons' Den. Fussy is the UK's highest rated refillable natural deodorant with plastic-free refills and clean effective ingredients that actually work. Backed by science it will keep you smelling fresh for over 24 hours.
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Reviews (20)
I used to use a natural deodorant…
I used to use a natural deodorant before Fussy but I loved the fact that with Fussy they have reusable cases. I have been using Fussy for about a year now and now own 3 deodorants! I have one at work and 2 at home. I also love that you can buy sample ones which I use to try the scents and keep in my gym bag. Absolutely love and would never turn back.
Fantastic deodorant
Great selection of scents and absolutely love the reduced packaging. Fantastic deodorants.
BEST deodorant EVER!
This is hands down the BEST deodorant - natural or otherwise, that I have EVER used. I couldn’t recommend it highly enough. ⭐️⭐️⭐️⭐️⭐️⭐️⭐️⭐️⭐️⭐️ 10 stars because 5 just wasn’t enough!
Fantastic product
Fantastic product, smells really nice, very effective.
Fussy is the best deodorant I’ve tried
Fussy is the best deodorant I’ve tried. It glides on easily, which often isn’t the case with solid deodorants. I like the scents. And I am able to buy refills in bulk. Highly recommended
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About getfussy.com
As seen on Dragons' Den. Fussy is the UK's highest rated refillable natural deodorant with plastic-free refills and clean effective ingredients that actually work. Backed by science it will keep you smelling fresh for over 24 hours.
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Technology Stack
getfussy.com uses 38 technologies across their website including Wistia, Adobe Fonts, Google Fonts, hCaptcha, HSTS, and more.
Video
Wistia
Fonts
Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Error Tracking
Sentry
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PHP
CDN
Bunny CDN, cdnjs
Traffic & Audience
getfussy.com receives approximately 746.5K monthly visitors and ranks #68,409 globally. The website has a bounce rate of 68% with visitors viewing an average of 3.2 pages per visit. Users spend an average of 1:26 on the site.
The majority of getfussy.com's traffic comes from undefined, undefined, .
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