Building a new skincare brand for picky people

Fuss Pot came about through a mission to hero hemp as a powerful ingredient for skin health. Founded by a driving force in the medicinal cannabis industry, the goal was to enter the market with an offering that expanded the perceptions of hemp-based skincare. Formulated in France to obsessively high standards, and heroing the benefits of hemp seed oil partnered with powerful botanicals, the high-quality range is natural, ethical, sustainably sourced, and backed by science to deliver impressive results.

In a landscape where most hemp-based skincare plays to the ‘wholesome hippy’ trope, our challenge was to break the mould: elevating hemp skincare from its traditional image, into something sophisticated, solutions-focussed and fun. In exploring the brand’s point of difference, we found that the combination of safe and natural, yet highly efficacious products resonated with a particular type of audience: female skewed, mid to high disposable income who are seriously fussy. Fussy about what they put on their skin, fussy that it’s safe, natural and ethical. And fussy that it works.

And so, Fuss Pot was born. With a strategy that turned the negative connotations of a fuss pot on its head, it made brand’s collective fussiness into its superpower. Its obsession with ingredients, infatuation with efficacy and nit-picking over the smallest detail. A bold tagline of ‘powerful skincare for picky people’. And a brand personality and story that’s sophisticated, neurotic, picky, and playful – just like its consumer. The brand message became a rally cry: “Isn’t it about time you got fussy too?