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Fussy

Keeping admin under control for the UK’s highest-rated refillable natural deodorant, as seen on Dragons’ Den

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The Challenge

Fussy is the UK’s highest-rated refillable natural deodorant – as seen on Dragons’ Den and stocked in Tesco, Sainsbury’s, Waitrose, Boots, Superdrug, Ocado, and Holland & Barrett. Featured in GQ, Vogue, the BBC, and beyond, Fussy has built a genuinely disruptive brand in the personal care space, with a plastic-free, probiotic-led product range expanding from deodorant into body wash and hand wash.

Behind the momentum of a fast-scaling consumer brand is an enormous amount of operational and administrative work. With a growing product range, a large subscription customer base, retail partnerships, press activity, and a global customer reach, the demands on the founding team are relentless.

Meet Fussy
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The Solution

Fussy partnered with Tyck to bring in dedicated executive assistant support – giving the team a reliable, professional resource to handle the communication and operational detail that comes with running a high-growth consumer brand.

Tyck’s assistant embedded directly into the business, managing inbox coordination, scheduling, correspondence, and ongoing administrative tasks – freeing up the founding team to focus on product, partnerships, and brand building.

  • Managing a high volume of customer, partner, and press communications across multiple channels
  • Coordinating operational and administrative tasks across a fast-moving, multi-product DTC business
  • Keeping inboxes, scheduling, and correspondence running efficiently during peak campaign and launch periods
  • Supporting the team with day-to-day executive tasks so the founders can stay focused on growth
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The Impact

With Tyck handling the operational detail, the Fussy team has been able to focus their energy where it counts – on growing the brand, launching new products, and continuing to put sustainable personal care on the shelves of the UK’s biggest retailers. The business keeps moving at pace, without the admin getting in the way.

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