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Fussy secures double investment on Dragon's Den

Sophie Smith
25 February 2022
Natural deodorant brand Fussy has secured a double investment after a successful appearance on BBC's Dragon's Den last night.

Founded by Matt Kennedy and Eddie Fisher, Fussy is a sustainable deodorant brand that aims to "banish single-use plastic from the bathroom". In its first month, the brand sold over £130,000 of deodorant, going on to raise over £500,000.

Purchased through a subscription or one-time purchase, Fussy's deodorants are certified carbon neutral, with plastic free refills and fully recyclable delivery packaging.

Fussy’s pitch began with Founder Matt Kennedy leaping out of a wheely bin. The duo then asked for £50,000 for 1% of the business. By the end of the segment, the pair had secured an investment from two of the dragons in a combined deal with Peter Jones and Deborah Meaden.


Since its appearance on the show, Fussy has created six new jobs and set up its own deodorant factory. The company also confirmed it was initially hit with supply chain issues following a growth in demand.

Matt Kennedy, Co-founder of Fussy, said: “The response has been overwhelming! The support of the dragons now allows us to double down on our mission to banish single-use plastic from bathrooms and create a better smelling planet for everyone.”

Commenting on the investment, Deborah Meaden said: “I’m very fussy with my investments and can’t resist a product that’s better for people and better for the planet. I’m really looking forward to banishing single-use plastic from bathrooms worldwide with these guys.”

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