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Fussy partners with BrewDog to launch "world's first beer-odorant"

Sophie Smith
06 June 2023

Refillable deodorant brand Fussy has partnered with BrewDog to launch a beer-inspired deodorant ahead of Father's Day on 18 June. 

Founded by Matt Kennedy, Fussy is a deodorant brand that aims to "banish single-use plastic from the bathroom".

The brand's deodorants are certified carbon neutral, with plastic free refills and fully recyclable delivery packaging. To date, the brand has saved over 100,000 kg of plastic and acquired over 100,000 UK customers.

The new beer-scented roll-on brings notes of a pint of Punk IPA, leaving a "bold, hoppy and tropical" scent.

It combines Fussy’s natural ingredients and plastic-free compostable refills, with Punk IPA’s planet positive, carbon negative certified credentials.


Lauren Carrol, Chief Marketing Officer at BrewDog, said: “This has been a real fun one. It’s insane how amazing the tropical aroma is that comes from our first ever beer-odorant. It smells just like the real thing."

Last year,  Fussy secured a double investment from Peter Jones and Deborah Meaden after a successful appearance on BBC's Dragon's Den. Since then, the brand has launched various limited-edition scents, including Parma Violets, Rosé and Christmas Tree.

Fussy recently launched nationwide at Tesco across 4,000 touch points, including all of the supermarket's "major stores" in the UK.

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