Fussy secures first Australian retail partnership in major expansion
Natural deodorant brand Fussy is expanding into Australian supermarkets through a new retail partnership with Coles.
This marks the UK-based brand’s first in-store retail listing in the Australian market, following its existing direct-to-consumer availability.
The rollout will see Fussy products stocked in approximately 860 Coles stores nationwide.
The initial range will include the following scents and formats:
- Cloud Nine Starter Pack & Refills
- Coconut Milk Starter Pack & Refills
- Wilderness Starter Pack & Refills
- Tropic Tonic Starter Pack & Refills
"Australia is about to smell even better. Launching into Coles is a huge step forward for Fussy and our mission to banish single-use plastic from bathrooms around the world," founder Matt Kennedy told TheIndustry.beauty.
"We’ve already seen strong demand from Australian customers online, so teaming up with the country’s largest supermarket chain felt like the natural next step. Plus, let’s be honest, it’s pretty hot over there so the Aussies deserve a natural deodorant that actually works."
Founded in 2020, Fussy produces natural deodorants with plastic-free refill systems and recyclable packaging designed for direct delivery.
The company previously gained wider attention following investment from Peter Jones and Deborah Meaden on BBC Dragons' Den.
Since then, the brand has expanded its range to include refillable body wash and hand wash products alongside its deodorant line.
