Is Get Fussy Still in Business? (2026 Update)
Still after Get Fussy?We have not confirmed a current listing, so this searches Amazon for you.
Look for Get Fussy on AmazonFull story →Edward Fisher and Matthew Kennedy brought a plastic-cutting, refillable deodorant into the Den, in series 19.
Now called Fussy, the company is still going, and refills remain central to how it makes money.
A Steep Ask, Then Some Give and Take
Fisher and Kennedy first pitched for £50,000 against a tiny 1.5 percent slice of the business, implying a valuation past £3.3 million, bold enough that the maths was always going to get picked apart.
Peter Jones and Deborah Meaden eventually agreed to split the full £50,000, but only once the equity climbed to 5 percent, meaning the founders conceded far more of the company than planned rather than watch the whole deal collapse.
Betting on Buyers Coming Back
Deodorant is about as habitual a purchase as personal care gets, which cuts two ways for a challenger brand, genuine loyalty once someone switches, but a fight against entrenched names with huge ad budgets to win that first switch.
Public backers pledged £700,000 inside the first sixty minutes after the episode broadcast, and the subscription refill model launched at the pitch is still the backbone of the business today.
Selling Refills, Not One-Off Bottles
Jones and Meaden together brought retail scale and a track record backing sustainable consumer brands, both directly useful for a company built around cutting single-use plastic.
You won't find the core product listed on Amazon, since a case-plus-refill subscription model suits a direct website managing repeat orders far better than it suits a one-time marketplace purchase.