Fussy partners with Tesco for first retail partnership

Eco-friendly deodorant brand Fussy is launching nationwide at Tesco across 4,000 touch points, including all of its "major stores" in the UK.

Also available online via its own website, Fussy's launch in-store at Tesco marks the brand's first retail partnership and establishes the business as a "true omni-channel brand".

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

Purchased through a subscription or one-time purchase, 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 has acquired over 100,000 UK customers.

In February 2022, 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 news scents and even a charity Christmas single in partnership with Plastic Bank.

Fussy's Matt Kennedy

Matt Kennedy, Founder and CEO of Fussy, said: "Tesco’s commitment is a significant step forward in making refillable solutions the norm and will help us recruit as many armpits as possible in our mission to banish single-use plastic from the bathroom.”

Read TheIndustry.beauty's interview with Fussy's Founder and CEO, Matt Kennedy.