Fussy secures follow-on funding from Guinness Ventures

Fussy, the British refillable personal-care brand founded by Matt Kennedy, has secured a follow-on investment from Guinness Ventures.

In a statement, Guinness Ventures said Fussy is "well positioned within a growing market, supported by strong consumer demand, expanding retail distribution and international reach," combining "brand strength with disciplined execution and a scalable operating model."

The investor flagged continue expansion across Germany, Switzerland, and Austria as the priority European markets for the next phase, building on UK momentum.

Guinness Ventures has previously cited the $75bn global deodorant market and Fussy's profitable customer-acquisition economics and repeat-purchase rate as the core thesis for its initial cheque.

Founder Matt Kennedy described the partnership as operational as well as financial: "Guinness have been incredibly supportive, not just in terms of financial investment, but also in providing mentorship. We've had access to their network, which has helped us with supply chain contacts, marketing strategies, and even product development. They're not just passive investors; they've been a real partner in our growth."

Funding to date

The follow-on adds to a cap table that already includes Velocity Capital. In 2022, Fussy raised £50,000 from Deborah Meaden and Peter Jones on BBC's Dragons' Den at a £2.5m valuation, then closed £1.1m from 1,225 investors in under an hour via a crowdfund that valued the brand at £6.2m.