Thanks to a partnership with Norfolk, a UK-based tree wholesaler and essential oil distiller, deodorant brand Fussy is introducing a brand-new deodorant scent for the season that tackles Christmas tree waste. Using so-called wonky evergreens that are just not quite the right shape, the brand created a new scent that helps to give purpose to trees that didn't make the cut.
“We didn’t want to release just another novelty scent this Christmas but to make an actual difference,” says CEO and co-founder of Fussy, Matt Kennedy, “Plus, who doesn’t want to smell like a Christmas tree?”
Fussy sets itself apart as a next-generation deodorant brand thanks to reusable cases, plastic-free refills and ingredients that are clean, safe and effective.
Why This Trend Is Growing
- Upcycled Beauty Products
- Brands can partner with suppliers to repurpose discarded materials and ingredients.
- Sustainable Personal Care
- Consumers are looking for environmentally conscious options when it comes to their daily routines.
- Novelty Scents with Purpose
- Brands can offer unique fragrances that also promote a sustainable message or cause.
Industries Being Reshaped
- Personal Care
- Companies in the personal care industry can take inspiration from Fussy's sustainable business practices.
- Beauty
- Beauty brands can explore upcycling and sustainable materials when developing new products.
- Forestry
- Forestry companies can partner with brands to repurpose discarded trees and reduce waste.
