FUSSY

Backed by science, this London-based brand claims to keep you smelling as fresh as any chemical counterpart. The formula contains an odour neutralising probiotic, as well as being aluminium and paraben-free.

Fussy is on a mission to help us reduce the amount of single-use plastic items we have in our bathrooms, starting with deodorant. Their goal was to create a sustainable and refillable deodorant that is effective. The adventure started on Kickstarted back in 2020, before they went onto pitching their idea on Dragon’s Den. The product is certified carbon-neutral (working with Climate Partner) and each unit sold contributes to supporting green energy projects. The company is also awaiting their B-corp certification.



Fussy is a deodorant, not an antiperspirant. The difference is that an antiperspirant generally uses aluminium salts to prevent your glands from producing sweat, whereas a deodorant won’t stop your body from sweating, just makes it smell better when it does.

Fussy contains active ingredients like sodium bicarbonate and tapioca starch but their surprise ingredient is lactobacillus, a helpful probiotic that gradually inhibits the growth of odour-causing bacteria.



The company offers a subscription option . You pick your case colour and refill scent, which are then delivered regularly to your door. One refill lasts about 4 weeks if you’re using deodorant once a day.

Fussy seems to have bulletproof eco-credentials. Their factory is carbon neutral, and the reusable sugarcane containers decompose in the bin.



The refills are handmade in the UK with natural ingredients (100% cruelty-free and vegan) such as sunflower wax, coconut oil, shea butter and tapioca.

Use it for a year and you'll reduce your carbon footprint by 81% compared to your typical plastic deodorant.

By Anna Bance
August 2022