L to R, Simon Brownbill, Partner and Director of Practice Development, HURST, Adam Burnett, Global Brand Director at Fabulosa

Fabulosa, the fragrance-led home and lifestyle brand, draws 2023 to a close with yet another major accolade after being awarded ‘International Company of the Year’ (£20-£40 million turnover category) at the Insider North West International Trade Awards, held in Manchester on 7 December.

Having firmly established itself as a leading household brand, the last two years have seen Cheshire-based Fabulosa not only further cementing its strong position in the UK, but also forging ahead with an ambitious export strategy.

Substantially increasing its production capabilities with significant investment in new machinery and additional warehousing space has enabled the brand to meet significantly greater production demands on top of what it manufactures daily for the UK market, and achieve its exponential growth objectives.

Fabulosa distributes across Europe, Africa, Asia and Australia its hugely popular range of fragranced household cleaning products, equating to partnerships in more than 50 countries, and having secured distribution rights representing one billion of the world’s population.


This most recent international trade award follows its earlier success this year as Fabulosa was presented with ‘Most Entrepreneurial Exporter of the Year’ by the Northern Powerhouse Export Awards, as well as securing finalist status in the ‘New to Export’ and ‘High Growth Markets Exporter of the Year’ categories.

Adam Burnett, Global Brand Director at Fabulosa states: “These highly coveted awards celebrate ‘the region’s global success stories and achievements of pioneers and innovators’, and we are thrilled to receive this significant recognition for our achievements in internationalising the Fabulosa brand.”

Continuing Adam says: “Entering new markets overseas required Fabulosa to adapt to differing consumer preferences and fashions. As a fragrance brand, this is where Fabulosa is able to come into its own. We develop tailored fragrance collections, ensuring our offering is suited to the target audience of each particular territory.  Moving forward, our primary focus is to keep developing the brand in collaboration with existing partners and retailers, and continuing to extend our territory reach, with targeted entry into Africa and Asia.”

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.