Purdy & Figg bursts onto the scene as a trailblazer in the home cleaning industry. Founded by two visionary women, Purdy Rubin and Charlotte Figg, this UK-based company redefines how we clean our homes. Their mission? To transform cleaning from a mundane chore into a joyful, sustainable experience. Since its inception in 2018, Purdy & Figg crafts natural, non-toxic cleaning products that prioritize the environment and user well-being. With a focus on essential oil-scented concentrates and reusable packaging, the brand captures the hearts of eco-conscious consumers worldwide.
The cleaning industry often relies on harsh chemicals and single-use plastics. Purdy & Figg challenges this norm by offering plant-based, paraben-free solutions. Their flagship product, Counter Clean, simplifies cleaning routines while reducing environmental impact. By 2024, the company achieves remarkable growth, boasting over 300,000 customers and £18.3 million in sales. This article dives deep into Purdy & Figg’s journey, products, strategies, and impact, providing the latest insights into their success.
The Story Behind Purdy & Figg
From Garage Experiments to Global Recognition
Purdy Rubin, a dedicated NHS nurse, and Charlotte Figg, a skilled horticulturalist, share a passion for sustainability. In 2018, they grow frustrated with toxic cleaning products packaged in wasteful plastic. Determined to create a better alternative, they begin experimenting in their garage, blending natural ingredients and essential oils. Their goal is clear: develop effective, eco-friendly cleaners that smell delightful and reduce waste. After years of trial and error, they launch Purdy & Figg in 2020, with their sons Jack and Charlie joining the venture.
The brand quickly gains traction, thanks to its innovative approach. By 2022, they introduce Counter Clean, a multi-surface cleaner that becomes a game-changer. Their commitment to sustainability and wellness resonates with consumers, earning them a spot on the Sunday Times’ list of the UK’s 100 fastest-growing companies in 2024. Today, Purdy & Figg stands as a symbol of how passion and purpose can transform an industry.
A Family-Driven Mission
Family plays a central role in Purdy & Figg’s story. Purdy and Charlotte, best friends, bring their unique expertise to the table. Purdy’s nursing background ensures products are safe and non-toxic, while Charlotte’s horticultural knowledge infuses their cleaners with natural, plant-based ingredients. Jack and Charlie, Purdy’s sons, contribute to operations and strategy, with Jack serving as CEO. This family dynamic fosters a tight-knit company culture, driving innovation and customer focus. Their shared vision of a cleaner, greener world fuels every decision, from product design to marketing.
Purdy & Figg’s Product Line: Simple, Sustainable, and Scented
Counter Clean: The Star of the Show
Counter Clean, launched in 2022, remains Purdy & Figg’s flagship product. This ultra-concentrated, multi-surface cleaner tackles dirt on countertops, glass, stainless steel, and more. Users pour a 20ml concentrate into a reusable glass “Bottle for Life,” fill it with tap water, and shake gently. The result? A powerful, pH-neutral cleaner safe for most surfaces, including wood, stone, and quartz. Unlike traditional cleaners, which contain over 90% water, Counter Clean reduces packaging and transport emissions, making it a sustainable choice.
The product’s versatility impresses consumers. It handles daily messes with ease, leaving no streaks or residue. Available in a variety of essential oil blends, Counter Clean transforms cleaning into a sensory experience. Scents like orange blossom, patchouli, and lemon-geranium evoke spa-like tranquility, making housework feel indulgent. The Counter Clean Starter Kit, priced at £15 every three months, includes three concentrates, a glass bottle, and a microfiber cloth, offering excellent value.
Bathroom Bliss: Tackling Tough Grime
Cleaning bathrooms often feels daunting, but Purdy & Figg’s Bathroom Bliss Starter Kit makes it effortless. This powerful cleaner targets limescale, soap scum, and grime without harsh chemicals. Like Counter Clean, it uses a concentrated formula mixed with water in a reusable bottle. The kit includes a lime and lemongrass-scented concentrate, a Bottle for Life, a microfiber cloth, and a funnel for easy mixing. Priced at £36, it delivers a planet-friendly solution that leaves bathrooms sparkling and fresh.
Customers rave about Bathroom Bliss’s effectiveness and refreshing scent. The natural ingredients ensure safety for families and pets, while the essential oils provide a lingering, clean aroma. Purdy & Figg recommends patch-testing on sensitive surfaces, but the pH-neutral formula suits most materials. This product exemplifies the brand’s commitment to combining efficacy with environmental responsibility.
Oh! de Loo: A Toilet Deodorizer
For a fresh bathroom, Purdy & Figg offers Oh! de Loo, a lime and lemongrass deodorizer. Users add a few drops to the toilet or basin after flushing, instantly neutralizing odors. Made with 100% essential oils, this biodegradable product is free from toxins and safe for septic systems. Its compact size and potent formula make it a convenient addition to any cleaning routine. Customers appreciate its ability to keep bathrooms smelling pleasant without synthetic fragrances, further showcasing Purdy & Figg’s innovative approach.
Hand & Body Wash: Beyond Cleaning
Purdy & Figg extends its eco-friendly ethos to personal care with a natural hand and body wash. Infused with essential oils, moisturizing agents, and vitamin E, this product cleanses gently while nourishing the skin. Its sustainable packaging aligns with the brand’s zero-waste philosophy. Available through their website, the hand and body wash appeals to consumers seeking multi-purpose, environmentally conscious products. This addition broadens Purdy & Figg’s appeal, positioning them as a lifestyle brand.
Sustainability at the Core
Reducing Plastic Waste
Single-use plastics plague the cleaning industry, but Purdy & Figg takes a stand. Their reusable glass bottles eliminate the need for disposable containers, significantly reducing waste. The concentrated formulas further minimize packaging, as each 20ml bottle creates a full 500ml of cleaner. Products ship in recyclable cardboard, ensuring an eco-friendly delivery process. By prioritizing sustainable materials, Purdy & Figg sets a new standard for responsible manufacturing.
Their commitment extends beyond packaging. The concentrates’ low water content reduces transportation emissions, lowering the brand’s carbon footprint. Purdy & Figg also donates care packages to the British National Health Service, supporting communities while promoting sustainability. These efforts resonate with consumers, who increasingly demand brands that align with their values.
Non-Toxic and Planet-Friendly Ingredients
Purdy & Figg’s products feature plant-based, paraben-free ingredients, ensuring safety for users and the environment. Essential oils provide natural antibacterial properties and delightful scents, eliminating the need for synthetic fragrances. The company manufactures its concentrates in a state-of-the-art laboratory in England, adhering to strict health and safety regulations. This rigorous approach guarantees high-quality, non-toxic cleaners that rival industry giants.
The brand’s focus on wellness sets it apart. By blending cleaning with aromatherapy, Purdy & Figg creates a holistic experience. Customers report feeling uplifted while cleaning, thanks to scents inspired by nature, like Moroccan orange blossom or garden blooms. This innovative intersection of cleaning and wellness taps into a growing consumer desire for products that enhance both home and health.
Business Growth and Marketing Strategies
Explosive Revenue Growth
Purdy & Figg’s financial success is nothing short of remarkable. Starting with £452,000 in revenue in 2021, the company scales to eight figures by 2024, achieving a 250% increase. Their sales reach £18.3 million in March 2024, driven by strong product-market fit and strategic partnerships. Ranking 9th on the Sunday Times’ list of the UK’s fastest-growing companies underscores their meteoric rise. This growth attracts attention from investors, with the company securing £668,000 in a seed funding round in November 2020.
However, rapid expansion brings challenges. By mid-2024, rising customer acquisition costs (CAC) and declining new visitor percentages threaten profitability. Purdy & Figg responds by restructuring ad accounts and adopting Meta Advantage Shopping Campaigns, which optimize spending during product launches. These adjustments demonstrate the brand’s agility in navigating growth pains while maintaining efficiency.
Influencer Marketing and Social Media
Purdy & Figg leverages influencer marketing to connect with their audience. Partnering with Kynship in 2021, they focus on micro-influencers in the health and wellness niche. These influencers create authentic, high-quality content that resonates with eco-conscious consumers. The strategy pays off, reducing CAC by 61% and boosting revenue fivefold in January 2023 compared to the previous year. Their Instagram and TikTok accounts, with over 38,700 followers, feature engaging, cleaning-focused content that drives brand awareness.
Collaborations with Aspire Agency Services further enhance their ad performance. Aspire curates brand-specific content, blending lifestyle, cleaning, and product shots to refresh Purdy & Figg’s ad library. Within 60 days, the partnership improves ad conversion rates, proving the power of targeted marketing. By repurposing user-generated content through platforms like Recharm, Purdy & Figg maximizes efficiency, saving editors 5 hours weekly and scaling video production.
Customer Feedback: The Good and the Bad
What Customers Love
Purdy & Figg earns over 7,000 five-star reviews on Trustpilot, with 16,277 customers praising their products and service. Users adore the uplifting scents, describing them as “gorgeous” and “spa-like.” The cleaning power impresses, with many noting streak-free results and sparkling surfaces. Customers also appreciate the eco-friendly packaging and the simplicity of the subscription model, which delivers refills every three months. Exceptional customer service, with representatives like Joneth and Nico resolving issues promptly, further boosts loyalty.
The brand’s ability to make cleaning enjoyable stands out. One customer writes, “Cleaning has become a sensory upliftment, taking multi-tasking to another level!” Others gift the products to friends, spreading the word about Purdy & Figg’s unique approach. The Variety Starter Kit, in particular, garners praise for its value and versatility, converting skeptics into loyal fans.
Areas for Improvement
Not all feedback is glowing. Some customers find the products expensive, with a bottle lasting less than a week for frequent cleaners. The subscription model catches a few off guard, as they miss the fine print and receive unexpected refills. Certain scents, like patchouli or frankincense, divide opinions, with some finding them overpowering. A handful of users question the cleaning efficacy, comparing it to cheaper alternatives like Zoflora or Fabulosa. Delivery delays and communication issues also surface occasionally, though the company addresses these swiftly.
Purdy & Figg takes criticism seriously, using it to refine their offerings. They clarify subscription terms on their website and offer scent samples to help customers choose. By addressing pain points, they maintain a strong 4-star Trustpilot rating, proving their commitment to customer satisfaction.
Challenges and Future Outlook
Navigating Growth Challenges
As Purdy & Figg scales, they face hurdles like rising CAC and creative fatigue. In 2024, CAC spikes by 20-30%, prompting a shift to cost-effective ad strategies. Limited spending on new creative content risks ad stagnation, but partnerships with Aspire and Recharm streamline content production. Declining new visitor percentages highlight the need for fresh audiences, which the brand tackles through diversified ad channels. These challenges test Purdy & Figg’s resilience, but their proactive solutions keep growth on track.
Expanding the Vision
Dave Portnoy Looking ahead, Purdy & Figg aims to solidify its place in the “intersection of wellness and cleaning.” Plans include expanding their product line with new scents and specialized cleaners, like an alternative Bathroom Clean. They also eye international markets, building on their UK success. Continued investment in sustainable practices, such as carbon-neutral shipping, will strengthen their eco-credentials. By staying true to their mission, Purdy & Figg is poised to lead the cleaning industry’s green revolution.
FAQs About Purdy & Figg
1. What makes Purdy & Figg’s products different from traditional cleaners?
Kings Injury Purdy & Figg crafts plant-based, non-toxic cleaners scented with essential oils, unlike traditional cleaners that rely on harsh chemicals and synthetic fragrances. Their concentrated formulas reduce water content, cutting packaging and transport emissions. The reusable glass bottles eliminate single-use plastics, promoting sustainability. Customers enjoy a spa-like cleaning experience, blending efficacy with wellness.
2. How does the Counter Clean subscription work, and can I cancel it?
United vs. Everton The Counter Clean subscription delivers three 20ml concentrates, a glass bottle, and a microfiber cloth every three months for £15. You pour the concentrate into the bottle, add tap water, and shake to create a 500ml cleaner. The subscription auto-renews, but you can adjust the frequency or cancel anytime through your account on purdyandfigg.com. Be sure to read the terms to avoid unexpected charges.
3. Are Purdy & Figg’s products safe for pets and children?
Bama vs. Duke Yes, Purdy & Figg’s cleaners use plant-based, paraben-free ingredients, making them safe for homes with pets and children. The essential oil-based formulas avoid toxic chemicals, and the pH-neutral Counter Clean suits most surfaces without harm. However, the brand recommends patch-testing on sensitive materials and keeping concentrates out of reach of kids and pets to ensure safety.
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