Product Update

Is Get Fussy Still in Business? (2026 Update)

Is Get Fussy from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Get Fussy today.

Dragons' Den IndexUpdated 16 March 20266 min read

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Get Fussy, trading as Fussy, pitched a refillable natural deodorant designed to cut plastic waste out of one of the most habitual purchases in anyone's bathroom cabinet. It landed a joint deal from two Dragons and then went on to smash its own crowdfunding target within the hour the episode aired. If you are here to find out whether the brand is still on shelves, the short answer is yes.

The Short Answer

Get Fussy is still in business. The brand, trading as Fussy, sells its refillable natural deodorant, cases and plastic-free refills directly through its own website, and continues to market itself explicitly around its Dragons' Den appearance.

There is no Amazon listing for the core product. A refill-based subscription model, where customers buy a case once and then reorder plastic-free refills, is generally better served by a direct-to-consumer website that can manage the subscription relationship than by a one-off marketplace listing.

The Dragons' Den Pitch

Founders Matt Kennedy and Eddie Fisher pitched the UK's highest-rated refillable natural deodorant at the time, built around clean, effective ingredients backed by testing, with a refill system designed to eliminate the single-use plastic packaging that conventional deodorant sticks generate. The product is sold either as a one-off purchase or on a subscription starting from a lower recurring price.

The founders originally sought 50,000 pounds for a strikingly small 1.5 percent stake in the business, an extremely confident valuation that put the company at over 3.3 million pounds. That kind of ask almost always draws pushback from the panel on the numbers behind it. The pitch appeared in series 19, episode 8, in an episode with a strong personal care and wellness theme.

The Deal That Got Done

Peter Jones and Deborah Meaden came together after negotiation, jointly investing the full 50,000 pounds for a 5 percent stake, up from the 1.5 percent originally offered. That renegotiation, more equity for the same cash, is one of the most common outcomes on the show when a founder's initial valuation is judged too rich, and it is a sign the founders were willing to bend on ownership rather than lose the deal entirely.

Jones and Meaden together bring retail scale and sustainable consumer brand credibility, both directly relevant to a personal care brand built around reducing plastic packaging waste.

The renegotiation from 1.5 percent up to 5 percent is also worth noting on its own. It shows the founders had room in their original ask to give ground, and that the Dragons were willing to do the deal rather than walk away once the maths was corrected to something they were comfortable with.

Why Staying Open Matters Here

Personal care is one of the most habit-driven, repeat-purchase categories there is, which cuts both ways. It means a refillable deodorant brand has a real shot at building genuine recurring revenue if customers stick with the subscription, but it also means the category is stuffed with entrenched, heavily advertised competitors that make customer acquisition expensive.

Fussy appears to have built the recurring customer base needed to survive that competition. The brand hit 700,000 pounds in crowdfunding within an hour of the episode airing, a strong early signal of demand, and it has kept its refill subscription model running as the core of the business in the years since rather than pivoting away from it.

Where Things Stand Now

To recap: Get Fussy pitched a refillable natural deodorant, originally asked for 50,000 pounds for 1.5 percent, and closed at 50,000 pounds for 5 percent jointly with Peter Jones and Deborah Meaden.

Today, trading as Fussy, the company is still selling its refillable deodorant and plastic-free refills direct through its own website, with the subscription model still central to how the brand operates.

If you were checking whether this one made it, it did, and the crowdfunding surge it saw on the night of broadcast turned into a lasting refill business.

Common Questions

Is Get Fussy still in business after Dragons' Den? Yes, trading as Fussy, the company still sells its refillable deodorant and refills through its own website.

Can you buy Fussy on Amazon? No, the refill and subscription model is built around the brand's own website rather than marketplace sales.

Who invested in Get Fussy on Dragons' Den? Peter Jones and Deborah Meaden, who jointly put up the full 50,000 pounds for a renegotiated 5 percent stake, up from the 1.5 percent originally offered.

Where to buy Get Fussy

Still selling as of 16 March 2026. Check today's price and availability.

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See the full Get Fussy deal breakdown and term sheet →