What Fabulosa does

Fabulosa is a UK-based, family-run manufacturer founded in 2019 by Mike and James Sharpe that produces and sells over 150 fragrance-led cleaning and hygiene products spanning household cleaning, laundry, kitchen, bathroom, air care, pet care, car care, outdoor, and personal care categories. The company sells primarily through its own e-commerce storefront (myfabulosa.co.uk) with self-serve purchasing at price points ranging from £0.60 for concentrated disinfectant to £39.99 for premium bundles, supported by bundle offerings, multi-pack discounts of 20-21% versus individual purchase, and free UK mainland delivery thresholds (£25 standard, £35 next-day). The portfolio is organized into differentiated sub-brands including House of Fab (luxury toilet care), Furbulosa (pet care), Whiff by Fabulosa (budget room sprays), Juicy Pop (fruity scents), Vacay Paradise (tropical scents), and Rouge Roulette (luxury-inspired scents), with all products certified cruelty-free and vegan-friendly.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce, social commerce via TikTok Shop (where it won awards in 2025), a newly secured distribution partnership with a major UK retailer, and international export to distributors across China, India, Vietnam, Australia, Africa, Europe, and North America. Following corporate funding from HSBC and a rebranding completed end-2025 with Brandon Consultants, export revenue has grown to exceed 50% of total revenue and the company is pursuing expansion across five continents. Revenue is generated through one-time purchases across all channels rather than subscriptions or recurring contracts; Fabulosa employs 101-250 people, has no disclosed proprietary technology, and competes primarily on fragrance-led brand positioning, sub-brand portfolio breadth, and channel diversification rather than on efficacy-based or technology-based differentiation.

Name

Fabulosa

Legal name

My Fabulosa Ltd.

Website

https://myfabulosa.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Fabulosa manufactures and sells cleaning and hygiene products.

Ownership category

akta.pro rank

Product category

Household Cleaning & Air Care Products

NAICS

Other Health and Personal Care Retailers (45619)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Fragrance-Free/Hypoallergenic All-Purpose Cleaners (CRAJAMAN)

akta.pro secondary industries

Eco-Friendly Air Care & Odor Control (CRAJAOAI), Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK)

Keywords

• Household cleaning products
• Fragrance cleaning brands
• Air freshener products
• Laundry care products
• Pet cleaning products

Headquarters

HQ city

Nantwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales: Fabulosa generates revenue through direct-to-consumer e-commerce sales of cleaning, laundry, air care, personal care, and pet products. Products are sold as individual items, bundles, and multi-packs at various price points from £0.60 to £39.99.
2. Bundle and Multi-pack Sales: The company sells curated product bundles (e.g., General Household Bundle at £7.99, Super Bumper Bundle at £17.49) offering discounts versus individual product purchases, driving higher average order values.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Fabulosa manufactures and sells fragrance-led household cleaning, laundry, air care, personal care, pet, car, and outdoor/garden hygiene products, offering more than 150 SKUs across categories such as multi-purpose disinfectant, all-purpose cleaner, floor cleaner, wipes, white vinegar & bicarb, window & glass, laundry collection, bathroom, kitchen, air care, pets, outdoor & garden, personal care, and car care. The portfolio includes sub-brands House of Fab, Furbulosa (pet), Whiff by Fabulosa, Juicy Pop Collection, Vacay Paradise Collection, and Rouge Roulette Collection, with formulations that are cruelty-free and vegan-friendly. Products are sold through the company's own e-commerce storefront, TikTok Shop, major UK retailers, and international distributors.

Product overview

Fabulosa is a UK-based fragrance and household cleaning brand offering over 150 fragrance-led cleaning products across multiple collections. The portfolio is organized into core product lines (Multi-Purpose Disinfectant, All Purpose Cleaner, Antibacterial Wipes, White Vinegar & Bicarb Spray, Floor Cleaner, Laundry Collection, Room & Fabric Spray, Glass & Window Cleaner, Toilet Collection, Kitchen Collection, Air Care, Bathroom Collection, Outdoor & Garden, and Personal Care) complemented by specialized sub-brands (Juicy Pop with fruity scents, Vacay Paradise with tropical themes, Rouge Roulette with luxury-inspired fragrances), plus the Furbulosa pet care line and Car collection. Products are sold as individual items, bundled packages (Fab Bundles), and discounted offerings (Fab Bargains). The company positions itself as a joyful lifestyle brand rather than a traditional efficacy-focused cleaning brand, with cruelty-free and vegan-friendly formulations across the entire range.

Differentiator

Problem solved

Functional benefit

Brands

• House Of Fab: Premium toilet cleaning gel line with luxury-inspired fragrances including jasmine, amberwood and cedar notes.
• Furbulosa
• Whiff by Fabulosa
• Juicy Pop Collection
• Vacay Paradise Collection
• Rouge Roulette Collection

Quantifiable outcome

• Export revenue increased to over 50% of total revenue
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Brandon ConsultantscoreGTM or Marketing Partner · 1 January 2025Independent brand agency Brandon Consultants partnered with Fabulosa to develop a new visual brand identity system, portfolio architecture strategy, and packaging design system. The rebranding, completed end of 2025, delivered commercial results including new domestic retail distribution and overseas orders.
• Major UK RetailercoreChannel Partner/ Reseller/ Distributor · 1 January 2025New domestic distribution partnership with a major UK retailer secured following rebranding, representing Fabulosa's entry into traditional retail channel.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zoflora: UK-based concentrated fragrance disinfectant brand, the most direct UK comparison to Fabulosa. Operates the same fragrance-led cleaning positioning with concentrated disinfectants and household sprays.
• The Pink Stuff: UK cleaning brand that built viral consumer awareness across social channels. Direct peer in UK household cleaning with strong DTC and grocery distribution, competing for the same fragrance/efficacy-driven consumer.
• Astonish: UK cleaning products manufacturer with broad household and specialty cleaning range. Comparable as another mid-sized UK CPG challenger brand operating across multiple cleaning sub-categories with retail and export distribution.
• Method Products: US-based fragrance-led, design-forward cleaning brand. Closest international analog to Fabulosa's 'fragrance as lifestyle' positioning across home, laundry, and personal care categories.
• Mrs Meyer's Clean Day: Fragrance-led household cleaning brand sold primarily in North America. Comparable in positioning household cleaning around signature scents (lavender, lemon verbena) rather than purely on efficacy claims.

Broad incumbents

• Dettol / Lysol (Reckitt): Multinational disinfectant and cleaning brands owned by Reckitt. Broad incumbents that compete with Fabulosa in disinfectants, surface cleaners and multi-purpose sprays with much larger marketing budgets and global distribution.
• Cif / Cillit Bang (Unilever / Reckitt): Legacy spray cleaner brands owned by Unilever (Cif) and Reckitt (Cillit Bang). Established incumbents with broad kitchen and bathroom cleaner lines that overlap Fabulosa's household range.
• Febreze (Procter & Gamble): P&G's mass-market air freshener and fabric refresh brand. Direct incumbent competitor to Fabulosa's air care, room spray, and fabric freshener categories globally.
• SC Johnson (Mrs Hinch / Mr Muscle): Multinational household cleaning conglomerate operating Mr Muscle and related cleaning brands globally. A broad incumbent that Fabulosa competes against in both UK grocery and emerging export markets.

Emerging players

• Bio-D: UK-based eco-friendly cleaning brand with retail and DTC distribution. Emerging player that overlaps Fabulosa on household cleaning while differentiating through sustainability positioning Fabulosa does not emphasise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@myfabulosa

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Fabulosa