Purdy & Figg

Founded by friends Purdy Rubin and Charlotte Figg and Purdy’s two sons, Jack and Charlie, Purdy & Figg is part of a new category of products at the intersection of household cleaning and wellness, with a range of sustainable, non-toxic, essential oil scented cleaning products. The company launched its core product ‘Counter Clean’ in 2022 and has since attracted half a million customers who enjoy its environment-first products and curated fragrances. The business has experienced rapid growth since 2022, with sales reaching £18.3m in March 2024, helped by its design-led brand and accessible cleaning-focused social media content on Instagram and TikTok.