Purdy & Figg

What Purdy & Figg does

Purdy & Figg is a UK-based, privately held direct-to-consumer brand that designs, manufactures, and sells plant-based, essential-oil-scented home cleaning concentrates under a subscription-led model. The core product range comprises Counter Clean (a pH-neutral multi-surface concentrate), Bathroom Bliss (limescale- and soap-scum-targeted bathroom cleaner), Floor Clean (subscription-only hard-floor concentrate launched in 2025), and Oh! De Loo (toilet deodorising drops), all formulated by chemist Dr Anna Slastanova in Hertfordshire. Each concentrate is sold as a 20ml refill sachet that the consumer dilutes into a reusable 300ml Glass Bottle for Life, eliminating single-use plastic and reducing shipping weight.

The business generates revenue through a 90-day subscription cycle, with subscribers receiving three refill packs per delivery at a 15% discount, alongside one-time purchases of starter kits, accessories, and limited-edition seasonal collections. Pricing is concentrated in the £15-£43 range for starter kits and £13-£27 for refill packs, with international shipping available to the UK, the US, and eight European markets. Customer acquisition is driven by a digital-first marketing mix of micro-influencers, viral social content on Instagram, Facebook, and TikTok, and earned media in lifestyle press, with the Kynship agency partnership credited for 10,900% growth over three years.

Founded around 2020-2021 by Purdy Rubin and Charlotte Figg with $1.2M in angel funding, the company is now co-led by Purdy's sons Charlie and Jack Rubin, with the founding family retaining operational control after a $2.7M external funding round in January 2022. Revenue reached £42.2 million for the year ending March 2025 (a 325.14% three-year increase), supported by 1M+ members and a single Christmas 2025 campaign that generated £1M in 24 hours, indicating both strong consumer demand and the operational maturity required to scale a global subscription brand from a Hertfordshire garage.

Name

Purdy & Figg

Legal name

Purdy & Figg Limited

Website

https://purdyandfigg.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Purdy & Figg is a UK-based direct-to-consumer brand selling plant-based, essential-oil-scented home cleaning concentrates via a 90-day subscription model, serving over 1 million members across the UK, US, and Europe with reusable glass bottle refill systems.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Subscription Refill Model: The primary revenue driver is a subscription model delivering 90-day refill packs of concentrated cleaning products. Subscribers receive three refills (counter clean and/or bathroom bliss) every 90 days at a 15% discount. Starter kits are sold at discounted introductory prices to acquire new subscribers, who then generate recurring 90-day subscription revenue. A typical household uses one refill pack every 2-3 months.
2. One-Time Product and Accessory Sales: Non-subscription one-time purchases of Bottles for Life, accessories (microfibre cloths, anti-slip silicone bases), individual refill packs, and Oh! De Loo deodorising drops. Floor Clean is available subscription-only. Limited-edition seasonal products are sold as one-time buys.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Purdy & Figg sells plant-based, pH-neutral multi-surface, bathroom and floor cleaning concentrates scented with pure essential oils, paired with reusable 300ml glass spray bottles ('Bottles for Life') and 20ml concentrated refill sachets. The brand sells primarily through a 90-day subscription refill model via its own DTC e-commerce site, with seasonal limited-edition fragrance collections and accessories, and operates exclusively direct-to-consumer with no third-party retail distribution.

Product overview

Purdy & Figg is a UK-based eco-friendly cleaning product company offering natural, refillable cleaning solutions centered around a subscription model. The core product line consists of Counter Clean (multi-surface concentrate), Bathroom Bliss (bathroom cleaner), and Oh! De Loo (toilet deodorizer), all scented with pure essential oils. The company sells Starter Kits that include reusable Glass Bottles for Life and microfibre cloths, with refills delivered every 90 days via subscription. Product portfolio includes Signature scents (Patchouli & Cedarwood, Uplifting Citrus, Grounding Vetiver), seasonal limited editions (Mediterranean Series, Summer Collection, Spring Collection), and bathroom-specific formulations (Lime & Lemongrass, Lemon & Petitgrain, Basil & Spearmint, Sea Fennel & Pine). Accessories include microfibre cloths, anti-slip silicone bases, and complete accessory bundles. The company also launched Floor Clean in 2025 for hard floor care. Recent collaborations include the Love Your Home Collection with William Morris At Home.

Differentiator

Problem solved

Functional benefit

Products and services

• Counter Clean (Multi-Surface Cleaner) pH-neutral multi-surface cleaning concentrate scented with pure essential oils for everyday cleaning on wood, stone, quartz, glass and sealed surfaces; users mix 20ml concentrate with water in a Bottle for Life to make 300ml of ready-to-use cleaner. For consumers seeking natural, non-toxic home cleaning.
• Bathroom Bliss (Bathroom Cleaner) Specialised bathroom cleaning concentrate formulated to tackle limescale, hard water deposits and soap scum on glass, mirrors, porcelain and chrome with a streak-free finish; sold as refill concentrates with a dedicated Bathroom Bottle for Life. For consumers wanting a natural bathroom cleaning solution.
• Oh! De Loo (Toilet Deodorising Drops) Natural essential-oil deodorising drops for toilet bowls and bathroom drains that eliminate odours and leave a fresh citrus or herbal scent; 90ml bottle lasts 2-3 months for a typical household. For consumers seeking natural bathroom air care.
• Floor Clean (Concentrated Hard Floor Cleaner) Concentrated floor cleaner with plant extracts and essential oils for hardwood, tile, stone, slate, limestone and marble; subscription-only, used by adding 10ml concentrate to 5L warm water. For consumers wanting a natural refillable floor cleaning concentrate.
• Signature Starter Kit Subscription entry bundle with three signature Counter Clean refills, a Glass Bottle for Life and a Premium Microfibre Cloth, priced at £43.00 with Subscribe & Save 65%. For new subscribers entering the 90-day refill subscription.
• Mediterranean Series Starter Kit Limited-edition subscription starter kit with three Mediterranean-inspired Counter Clean scents, an illustrated Bottle for Life and a microfibre cloth; introductory price £19.99 (normally £50). For new subscribers entering the subscription via a seasonal limited-edition collection.
• Mediterranean Complete Starter Kit Whole-home subscription starter bundle including Counter Clean Mediterranean refills, Bathroom Bliss refills, two Bottles for Life with cloths, and Oh! De Loo deodorising drops; priced at £36.00 (normally £109.95), Subscribe & Save 68%. For new subscribers wanting complete whole-home coverage.
• Seasonal Starter Kit (Summer / Spring Collections) Seasonal subscription starter kit with three limited-edition Counter Clean refills, a Glass Bottle for Life and a microfibre cloth; starting at approximately £15 (normally £43). For new subscribers wanting seasonal limited-edition scents.
• Glass Bottle for Life (300ml Reusable Spray Bottle) Reusable 300ml glass spray bottle designed to hold Counter Clean concentrate; dishwasher-safe and built to last, eliminating single-use plastic. Sold as a standalone accessory (£15) or included in starter kits.
• Bathroom Bottle for Life (300ml Reusable Spray Bottle with Anti-Slip Base) Reusable 300ml glass spray bottle with anti-slip silicone base, designed for Bathroom Bliss concentrate. Sold standalone at £18 or included in bathroom starter kits.
• Premium Microfibre Cloth Reusable microfibre cloth for streak-free cleaning with Counter Clean and Bathroom Bliss; available as single cloth (£4) or 3-pack (£12). For existing customers and starter kit bundles.
• Anti-Slip Silicone Base Snug-fitting silicone base that protects surfaces from scratches and keeps Glass Bottles for Life secure; fits both Counter Clean and Bathroom Bliss bottles. Sold standalone at £6.
• Signature Counter Clean Refill Pack Three-pack of signature Counter Clean refill sachets in best-selling scents (Patchouli & Cedarwood, Uplifting Citrus, Grounding Vetiver); each 20ml concentrate makes 300ml of ready-to-use cleaner. £24 per pack, 15% off for subscribers. For existing subscribers and one-time buyers.
• Duo Loo-Oh! Summer Edition Bundle of two Oh! De Loo deodorising drops (Lime & Lemongrass and Lemon & Petitgrain) for whole-bathroom freshness; £22.95 subscription (normally £34.95). For existing subscribers and one-time buyers wanting summer scent variation.
• Love Your Home Collection (William Morris At Home Collaboration) Limited-edition collaboration collection with William Morris At Home featuring three fragrances (including one inspired by Kelmscott Manor) packaged with William Morris iconic designs and a Collector's Edition Bottle for Life, supporting William Morris Gallery conservation. For collectors and gift buyers.

Quantifiable outcome

• 325.14% increase in annual sales over three years, reaching £42.2M revenue in the year to March 2025
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• William Morris At HomecoreStrategic or Co-development Partner · 26 January 2026Purdy & Figg and William Morris At Home launched the 'Love Your Home Collection', a limited-edition collaboration featuring scented products with William Morris iconic designs (including Strawberry Thief) and a Collector's Edition Bottle for Life. The collection supports William Morris Gallery's conservation efforts. Three fragrances were launched, including one exclusive scent inspired by Kelmscott Manor. The partnership combines British heritage design with eco-friendly cleaning credentials.
• KynshipcoreGTM or Marketing Partner · 7 September 2024Kynship, a marketing agency, helped grow Purdy & Figg by 10,900% over three years. The agency is credited as a key partner in the brand's rapid scaling from garage startup to £40M business through digital-first marketing strategies.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/purdyandfigg
• Instagraminstagram.com/PurdyandFigg
• TikToktiktok.com/@purdyandfigg

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Purdy & Figg