Adam Burnett, Global Brand Director at Fabulosa

Fragrance-led home and lifestyle brand Fabulosa is celebrating yet another record trading year, and forging ahead with ambitious growth plans for 2024.

With its vast and expanding product portfolio stretching over 14 different categories, the firm is marking the close of its latest financial year (ending 31st August 2023) with a notable 17% uplift in turnover, achieving £38.1m in sales up from £32.5m in 2022.

Continuing on its impressive growth trajectory, Fabulosa is the only leading fragrance brand to have grown its volume market share in the UK bargain store sector, and is maintaining its laser focus on dominating fragrance amongst discount retailers.

Over the course of the year, Fabulosa has continued to innovate alternative home and lifestyle sectors with the power of fragrance, widening its reach and disrupting a growing number of FMCG categories outside the cleaning sector. The business has gone from strength to strength in both domestic and global markets, achieving rapid international expansion with more than 20% of sales now driven from overseas. Fuelled by an ambitious export strategy, Fabulosa has cemented its position as an established global bargain sector specialist and has celebrated several major milestones during the last 12 months. Most recently, the firm has secured distribution rights throughout Europe, Scandinavia, Australia, Middle East and South Africa, and is now selling in excess of 1 million units a month in one of Europe’s biggest bargain stores.


In recognition of its phenomenal achievements to date, the firm has been bestowed with prestigious export accolades such as ‘International Company of the Year’ (£20-£40 million turnover category) at the Insider North West International Trade Awards, and ‘Most Entrepreneurial Exporter of the Year’ at the Northern Powerhouse Export Awards.

Product lines such as disinfectant, air care, and surface care continue to perform exceptionally, whilst sales in newer categories such as fragranced paper surge, with the brand selling enough fragranced paper in 2023 to wrap around the world seven times.

Adam Burnett, Global Brand Director at Fabulosa, commented: “Reflecting on our accomplishments, we are immensely proud to be ending another year on a high note. It is truly humbling to witness the overwhelming demand for our brand both in the UK and on a global scale, and we are eager to build on this success in 2024. The next 12 months will see us continue to excel overseas, drive further domestic growth and most importantly – continue to lead the way in fragrance innovation.”

Following its entry into the FMCG market in 2019, through an expertly executed, fast-moving schedule of exciting category-leading new product development, together with highly effective marketing campaigns, Fabulosa changed the perception of cleaning, and has rapidly taken value and volume share from well-established iconic household brands.

Fabulosa has since leveraged its strategic positioning and focus to bring fragrance to alternative lifestyle sectors, widening reach and disrupting not only the cleaning sector but also other FMCG categories outside of this category including home fragrance (candles, wax melts and diffusers), shoe and trainer care, and personal (bath and body), whilst it continues to grow and innovate with prolific NPD ongoing in Surface Care, Air Care, Laundry Care and Task Specific ranges including car care and garden care.

The brand is also making significant inroads into the export market. With its sights set firmly on international expansion, the brand has a presence in leading European retail chains representing 3,000 locations across the continent and Fabulosa collections are now available throughout Europe including France, Belgium, The Netherlands, Germany, Poland, The Czech Republic, Austria and Italy.