Fragrance-led household brand Fabulosa has unveiled a striking new brand identity, marking an exciting new chapter for the business, as it continues to scale its domestic and international footprint.
The new look and feel, delivered by creative design agency Brandon, which has tested positively with consumers across multiple demographics, will be brought to market with a comprehensive and high-impact international campaign – Clean Fabulously.
Driven by global growth ambitions and evolving consumer expectations, the rebrand introduced elevated packaging and a modernised design. The refreshed visual identity includes vibrant colourways, enhanced fragrance and efficacy communication, and premium new bottle formats featuring gold triggers and metallic labelling to deliver enhanced on-shelf standout.
Two all-new 2026 fragrance collections, Juicy Pop and Floral Fusion, will lead the rebrand rollout and feature across a range of product categories. In the UK, Poundland is among the first retailers to stock the refreshed collections, with B&M and Morrisons also confirmed to carry the new lines, supporting widespread early availability as the rebrand goes live. Overseas, in Europe the rebrand is well underway with flagship retailer Action Stores, with new look lines available across Action’s 3,500 stores, spanning 14 countries.
Adam Burnett, global brand director at Fabulosa commented: “Fabulosa is scaling at pace internationally, and this rebrand is a significant step in building a brand that resonates consistently across global markets. As demand for fragrance-led and high-performing household products continues to grow worldwide, we’ve evolved our identity to deliver stronger shelf impact, clearer communication and a more premium feel that translates seamlessly across territories.”
Sara Hassan, head of brand at Fabulosa, added: “2026 marks a milestone year for Fabulosa. As we continue our rapid international and domestic expansion, we know the time is right to evolve the brand. Everything we make is feel-good and high-performing; we create joy-packed, affordable products that work hard and smell brilliant. Our rebrand not only elevates our look and feel, but also strengthens our retail offering with new, eye-catching collections and formats that we know customers already love.”
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.
Very early on, Fabulosa established itself as a fragrance brand, with its products acting as high-quality vehicles for fragrance innovation. If a product can benefit from fragrance, Fabulosa will develop and disrupt the relevant category accordingly. Fragrance innovation remains Fabulosa’s primary focus with trend/insight-led fragrance launches every season, from trending gourmand fragrances like vanilla and cherry, to luxurious ouds and woods.
Having firmly established the brand in the UK, the Fabulosa team now runs an international operation from their base in Nantwich, Cheshire. Fabulosa began building its export channel in 2021 and has since achieved significant international growth. The brand now distributes its fragranced household cleaning products across Europe, Africa, USA, Australia, the Middle East, the Balkans, Scandinavia, India, China and Vietnam. Growth has been fuelled by a £10m investment in new manufacturing facilities at Fabulosa’s Cheshire HQ.
