Hat-trick of Wins Signal Major Expansion for Fabulosa

Fragrance-led home and lifestyle brand Fabulosa announces a trio of major developments, rapidly expediting its already impressive domestic growth, and expanding its presence internationally.

Firstly, the brand has secured its first direct major retail listing overseas as it makes its French debut this month, as it secures a key listing with leading discount chain Babou, owned by B&M. This move will see Fabulosa stocked in nearly 100 stores throughout France, with a broad range including multipurpose sprays, kitchen sprays, bathroom sprays, all in one aerosols, foam fresheners, washing machine cleaners and laundry cleansers – all with an amazing choice of fragrances.

And secondly and equally significant for the brand, is the publication of the latest 52 week data to March 21, from independent research and insight body Kantar*. The report reveals a number of significant wins for the fastest growing disinfectant brand of 2020.

Since the Fabulosa was created just over 2 years ago, it has achieved the highly coveted status of being the millennials disinfectant of choice. The brand is now also ahead of Dettol in terms of volume market share and Fabulosa shoppers buy more units of Fabulosa per shopping trip than the likes of Dettol or Zoflora.

Marketing Director, Adam Burnett added “Fabulosa is a great value product which means it is accessible for the majority. Customers enjoy trying and testing new fragrances alongside their firm favorites and don’t have to think too much about the impact it has on their overall spend. We have bought impulsive shopping behaviors to a stagnant and boring category.”

Completing the trio of recent wins for the brand, is its entry into 5 new household categories; paper products (kitchen roll and toilet roll); car care, personal care; outdoor care; and gift sets/collectables, proving that Fabulosa, with its covetable brand equity can transcend into multiple categories.

These new entries come hot off the heels of Fabulosa securing listings in grocery chains Morrison’s, Ocado and Asda.

James Sharpe, Managing Director comments: “Reviewing our growth trajectory, it’s been another incredible few months here at Fabulosa HQ.

“To secure such major market gains in the established disinfectant market, and then go on to successfully enter into several other categories, with the firm intention to be just as disruptive with our product innovation and creative approach on an international scale, is testament to our vision for the brand and belief in what we can achieve.

“Every day we set ourselves new challenges, to keep driving Fabulosa forward and the results are speaking for themselves. Earlier this year we celebrated our record growth, achieving a substantial £30m of sales in 2020 and targeting a £40m turnover in 2021. We are now set to smash this end of year target and have re-forecasted, that we will achieve over £50m sales by the end of this year.”

We are building a winning team combining family heritage and new expertise. Myself, my wife Jen and my parents Mike and Julie are fully immersed in the business and new additions such as Adam Burnett (Marketing Director) and Mike Pritchard (Operations Director), will only continue to make us a force to be reckoned with.”


New Listings:


  • Paper Products: Kitchen and Toilet roll with scented cardboard core, launching in Electrify Toilet Roll and Blueberry Sugar Kitchen roll
  • Car Care: Fabulosa’s Interior Cleaner and Foam Freshener comes in 3 fragrances: Intense, Electrify and Silver Shades, all inspired by popular high end designer fragrance
  • Personal Care: Fabulosa Hand Wash was launched in 2 popular fragrances, Rainbow Drops and Sage & Vanill
  • Outdoor: The scented cleaning product company launched an Artificial Lawn Disinfectant & Deodoriser in 2 fragrances, Freshly Mowed Lawn & Lavende
  • Gift Sets /Collectables: Fabulosa launched collaboration gift sets with Minky that includes a selection of Fabulosa and Minky products, with initial customer feedback reporting that it is a ‘match made in cleaning heaven’

Fabulosa’s core ranges run across the following categories: Surface Care (Multi-purpose and Task Specific Ready to Use Sprays, Concentrated Disinfectants and Polishes), Air Care (Air Freshener Shock Cans, Foam Fresheners and Fab-a-Loos) and Laundry Care (Laundry Cleanser, Washing machine cleaners and Spray & Wear).


*Kantar, L52 21st February YoY, Antiseptic & Liquid Disinfectants