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Purdy & Figg

Sustainable by nature

Images: courtesy of Purdy & Figg

Horticulturist Charlotte Figg and NHS nurse Purdy Rubin founded their natural cleaning product business Purdy & Figg after experimenting in Rubin’s garage back in 2018. When the pandemic hit, their sanitiser launched the business on a national scale as the public looked for a natural antidote to mass-market sticky and dehydrating hand gels.

With Rubin’s sons Charlie and Jack now on board, the company has sold about 400,000 bottles of the sanitiser to date, securing distribution in hotels and stores up and down the country – as well as stocking Charles Russell Speechlys’ meeting rooms. Our Corporate Partner Hamish Perry advised the company on a fundraising in 2020 and 2021, which generated business development capital to fund the growth of the brand.

As a family-run start-up, sustainability has been designed into the products from inception. The brand’s mission is to “create products that transform a dull or slightly negative situation into something really pleasurable and uplifting”.

Purdy & Figg work with a father-and-son partner business in Greece to source essential oils for the refillable product range, which spans hand sanitisers, washes and balms. All of the brand’s products are free from water, petrochemicals and single-use plastic, and are manufactured near Aylesbury. The company is continually striving to make greater efficiencies in the materials it uses, how it packages its products and what it recycles. Even the boxes it uses internally within the business are turned into padding for customer deliveries, cutting both waste and cost.

According to Purdy & Figg Co-CEO Charlie Rubin, the products are designed to build sustainability into their user’s routine as opposed to encouraging them to “consume sustainability” for the benefit of the market. “Brands want you to keep consuming, and to make you feel good about your sustainability, whether or not you’re actually solving the problem from a values perspective. “We say: ‘You don’t need to buy some of our products, you could make some of them at home – and it would save you money. But if you don’t want to – or can’t – here are our versions’. It’s about encouraging people to reduce their consumption, think more carefully about what they have in their home and how they use it.”

How important is it for Purdy & Figg that their advisors share the company’s values? “Strength of service has to come first, but we want to see everyone pulling in the same direction,” says Rubin. “What’s interesting is when there is thought leadership from a law firm like Charles Russell Speechlys around sustainability and the environment which brings people together and inspires a conversation about how to improve aspects of your business. That is going beyond service – it’s connecting around an interest and shared value.”

“Our business is about encouraging people to reduce their consumption, think more carefully about what they have in their home and how they use it”

- Charlie Rubin, Co-CEO, Purdy & Figg

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