Cleaning transforms from a mundane chore into a joyful ritual with the right products. Purdy & Figg, a UK-based natural cleaning brand, leads this transformation. Founded by best friends Purdy Rubin and Charlotte Figg, the company redefines household cleaning. Their mission blends sustainability, wellness, and delightful scents to make homes sparkle.
Since its launch in 2020, Purdy & Figg has captivated over 300,000 customers. Their flagship product, Counter Clean, blends eco-friendly ingredients with essential oils. By 2024, the company achieved £18.3 million in sales, earning a spot among the UK’s fastest-growing businesses. This article explores their journey, products, strategies, and challenges.
The Birth of a Cleaning Revolution
Founders with a Vision
Purdy Rubin, a nurse, and Charlotte Figg, a horticulturalist, bonded over a shared frustration. They despised toxic cleaning products housed in single-use plastics. In 2018, they began experimenting in their garage, determined to create an alternative. Their goal was simple yet ambitious: craft a cleaner that’s powerful, natural, and sustainable.
Joined by Purdy’s sons, Charlie and Jack Rubin, the duo formalized their venture in 2020. They collaborated with chemist Dr. Anna Slastanova to perfect their formula. By 2022, they launched Counter Clean, a multi-surface cleaner that became their hero product. Their family-run business now thrives in Chesham, England, with a focus on innovation.
A Mission Beyond Clean
Purdy & Figg stands at the intersection of cleaning and wellness. They aim to make cleaning pleasurable, not just functional. Their products avoid harsh chemicals, prioritizing plant-based, paraben-free ingredients. Additionally, they eliminate single-use plastics with refillable glass bottles, reducing environmental impact.
Their ethos resonates with eco-conscious consumers. The brand’s commitment extends to community support, like donating hand sanitizers to the NHS during tough times. This blend of purpose and performance fuels their rapid growth. Customers don’t just clean; they embrace a lifestyle of sustainability and joy.
Counter Clean: The Game-Changer
What Makes It Special
Counter Clean redefines versatility in household cleaning. This ultra-concentrated spray tackles surfaces from kitchen counters to bathroom tiles. Users pour a 20ml concentrate into a reusable glass “Bottle for Life,” then fill it with tap water. A gentle shake creates a powerful, pH-neutral cleaner safe for stone, wood, and glass.
The product’s standout feature is its scent profiles. Purdy & Figg infuses each concentrate with pure essential oils, offering spa-like fragrances. Options include Uplifting Citrus, Balancing Floral, and seasonal blends like Frankincense and Myrrh. These scents transform cleaning into a sensory experience, leaving homes smelling divine.
Eco-Friendly Innovation
Unlike traditional cleaners, which contain over 90% water, Counter Clean minimizes waste. Its concentrated formula reduces packaging and transport emissions. The reusable glass bottle lasts a lifetime, and empty concentrate bottles recycle easily. Customers can return six or more bottles for a £5 discount, incentivizing sustainability.
The product’s plant-based ingredients ensure safety for users and pets. Purdy & Figg avoids animal testing, aligning with cruelty-free standards. This thoughtful design earns praise from eco-warriors and cleaning enthusiasts alike. Each spray delivers sparkling results without compromising health or the planet.
Explosive Growth and Recognition
Skyrocketing Sales
Purdy & Figg’s growth trajectory astonishes industry watchers. In 2021, they generated £452,000 in annual revenue. By March 2024, sales soared to £18.3 million, a 250% increase in just over two years. This success stems from strong product-market fit and savvy marketing strategies.
In January 2023, their revenue for the first ten days alone outstripped the entire month of January 2022 by five times. Their customer acquisition cost (CAC) dropped by 61%, reflecting efficient scaling. By April 2024, they ranked 9th on the Sunday Times’ list of the UK’s 100 fastest-growing private companies.
Strategic Partnerships
A key driver of this growth is their partnership with Kynship, a marketing agency. Starting in late 2021, Kynship deployed influencer seeding and paid media campaigns. They targeted micro-influencers in the health and wellness niche, generating authentic, high-quality content. This approach slashed CAC by 61.14% and boosted engagement.
Additionally, Purdy & Figg collaborated with Aspire Agency Services to revamp their Meta ads. Within 60 days, Aspire’s creators delivered a significant uptick in ad performance and conversions. These partnerships amplify the brand’s reach, connecting with eco-conscious consumers across social platforms like Instagram and TikTok.
Challenges on the Horizon
Scaling Pains
Rapid growth brings inevitable challenges. By mid-2024, Purdy & Figg faced rising CAC, with costs spiking 20-30% unpredictably. New visitor percentages from campaigns declined, limiting audience expansion. Limited spending on fresh creative content caused ads to lose impact, and unclear testing frameworks hindered optimization.
To counter these issues, Kynship restructured their Meta ad accounts using Advantage Shopping Campaigns. This setup controlled costs while scaling spend during product launches. They also recommended aligning ad targets with profitability goals as Purdy & Figg explores new channels. These adjustments aim to maintain efficiency amid growth.
Customer Service Hiccups
While Purdy & Figg boasts over 7,000 five-star Trustpilot reviews, some customers report frustrations. Delivery delays and subscription issues occasionally mar the experience. For instance, some received unwanted shipments despite canceling subscriptions, sparking complaints about communication.
However, the brand responds swiftly to most concerns. Customers like Born Gervie praise quick resolutions, such as same-day replies to delivery mix-ups. Others, like Muna Golmohamad, laud the sensory uplift of cleaning with Purdy & Figg. The company continues refining its processes to match its stellar product quality.
The Subscription Model: Convenience Meets Value
How It Works
Purdy & Figg’s subscription model simplifies eco-cleaning. For £15 every three months, customers receive a Counter Clean starter kit with three concentrates, a glass bottle, and a cloth. Subscribers choose scents and adjust delivery schedules via an online portal. The model ensures homes stay stocked without hassle.
One-time purchases exist, but subscriptions offer better value. Customers can pause or cancel anytime, though some report glitches in cancellation processing. The brand encourages emailing customer service for swift fixes, maintaining flexibility. This model drives loyalty, with many subscribers becoming vocal advocates.
Customer Feedback
The subscription earns rave reviews for convenience and quality. One Trustpilot user gushes about the “divine” Bathroom Bliss scent, using it professionally to impress clients. Another loves the non-slip rubber-bottomed bottles and easy scent swaps. However, some find the cost—roughly £12 monthly—steep for frequent cleaners, especially families.
Critics on Reddit question the product’s cleaning power, likening it to scented water. Others compare it to cheaper concentrates like Zoflora, doubting its environmental claims. Despite this, fans defend its versatility, limescale-fighting ability, and luxurious scents, making it a staple for many.
Purdy & Figg’s Social Media Mastery
Building a Community
With over 38,700 Instagram followers, Purdy & Figg excels at social engagement. Their cleaning-focused content, from TikTok tutorials to Instagram reels, resonates with millennials and Gen Z. They showcase real customers using Counter Clean, fostering authenticity. Hashtags like #PurdyAndFigg trend as users share their “sparkling” homes.
The brand’s ads, often featuring seasonal scents, flood social feeds. A Reddit user noted their inescapable Frankincense and Myrrh campaign, sparking curiosity. While some tire of the ads, others credit them for discovering the brand. This visibility cements Purdy & Figg as a household name.
Influencer Impact
Micro-influencers play a pivotal role in their strategy. Kynship’s campaigns leverage wellness influencers to create relatable content. These creators demo Counter Clean on granite counters or glass mirrors, highlighting ease and results. The content feels genuine, not overly polished, aligning with the brand’s ethos.
Aspire’s partnership further amplifies this. Their 15 UK creators produced diverse deliverables, from lifestyle shots to cleaning hacks, within three months. This content library fuels ongoing campaigns, ensuring ads stay fresh. The influencer-driven approach keeps Purdy & Figg top-of-mind for eco-shoppers.
Sustainability at the Core
Reducing Waste
Purdy & Figg’s commitment to sustainability sets it apart. Their concentrates cut transport emissions by minimizing water content. The glass Bottle for Life eliminates plastic waste, and the bottle return scheme encourages recycling. These efforts align with growing consumer demand for green products.
The brand’s manufacturing in England adheres to strict health regulations. Their state-of-the-art lab ensures every batch meets safety standards. Customers trust that Counter Clean is gentle on skin, safe for pets, and free of allergens like Citral, making it ideal for sensitive households.
Community Contributions
Beyond products, Purdy & Figg gives back. In 2022, CEO Charlie Rubin donated 3,000 hand sanitizers to Ukrainian refugees in Poland, honoring his great-grandfather’s refugee journey. The brand also sent care packages to the NHS during the pandemic. These acts reinforce their mission to do good while doing well.
Their sustainability extends to packaging. Orders arrive in eco-friendly boxes, delighting customers who value minimal waste. One LinkedIn user raved about the “instant gratification” of speedy, green delivery. These details elevate Purdy & Figg beyond a cleaning brand to a movement.
Looking Ahead: Innovation and Expansion
New Products on the Horizon
Purdy, Charlotte, and Dr. Slastanova continue innovating in their lab. While Counter Clean remains the star, they’re developing new products to transform cleaning further. Rumors hint at specialized sprays for ovens or pet-friendly formulas, though details remain under wraps. Fans eagerly await updates.
The brand also explores new markets. They currently ship to the UK, France, Germany, Spain, Sweden, and Denmark. Expansion plans target broader European and North American markets, leveraging their seed funding of $668,000. This growth will test their ability to scale sustainably.
Overcoming Obstacles
To sustain momentum, Purdy & Figg must address rising CAC and creative fatigue. Investing in structured creative testing will keep ads impactful. Enhancing customer service, especially for subscriptions, will boost trust. By refining operations, they can maintain their 4-star Trustpilot rating and loyal fanbase.
Their focus on profitability-driven ad strategies, as advised by Kynship, will guide channel diversification. Balancing growth with their eco-ethos remains critical. With Charlie and Jack at the helm, the brand seems poised to navigate these challenges while staying true to its roots.
FAQs About Purdy & Figg
Is Purdy & Figg’s Counter Clean safe for all surfaces in my home?
Counter Clean’s pH-neutral formula cleans most surfaces, including stone, glass, wood, and quartz. Always patch-test sensitive materials like unsealed wood or delicate fabrics first. Spray onto a cloth for vertical surfaces like mirrors to avoid streaks. Its plant-based ingredients ensure safety for homes with kids or pets.
How does the subscription model work, and can I cancel it easily?
The subscription delivers three concentrates, a glass bottle, and a cloth for £15 every three months. Log into your account to adjust scents, delay shipments, or cancel. Some users report cancellation glitches, but emailing info@purdyandfigg.com resolves issues quickly. One-time purchases are available for flexibility.
Are Purdy & Figg’s products truly eco-friendly and sustainable?
Steelers Yes, their concentrates reduce water content, cutting transport emissions. The reusable glass bottle eliminates single-use plastics, and the bottle return scheme offers discounts for recycling. Plant-based, cruelty-free ingredients minimize environmental harm. Their manufacturing adheres to strict UK health regulations for safety.
What makes Purdy & Figg different from other eco-cleaning brands?
Road House Purdy & Figg blends wellness and cleaning with essential oil scents, making cleaning a sensory joy. Their versatile Counter Clean tackles multiple surfaces, unlike specialized cleaners. The subscription model and micro-influencer campaigns create a unique, community-driven brand. Their £18.3 million sales reflect strong consumer trust.
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