When NHS nurse Purdy Rubin and horticulturist Charlotte Figg started making their eco-friendly, essential oil-infused cleaning product Counter Clean in Rubin’s garage, they had no plans to disrupt the cleaning industry. What began as a passion project for green, healthy, gorgeously-scented household products has grown into one of the UK’s most compelling subscription retail stories.
In 2019, Rubin’s sons Jack and Charlie joined the venture, bringing a digital-first mindset that transformed Purdy & Figg from a cottage business into a direct-to-consumer powerhouse. Counter Clean was the hero product, and they grew the business from there. Their strategy was to build a subscription-first model around refillable cleaning products that mixed sustainability with style. Forget utilitarian cleaning products – one of Purdy & Figg’s USP’s is that their products make a home smell like a spa, directly appealing to aesthetics-focused customers.
Social media: The growth engine
Purdy & Figg’s rise has been powered by Facebook, YouTube, Instagram and more recently, TikTok. With simple, authentic, addictive content like cleaning hacks, refill demos, and eco-living tips, they caught the attention of influencers who helped their products go viral and drive new subscriptions. Micro-influencer partnerships have been key. Instead of spending on celebrity endorsements, Purdy & Figg seeded starter kits with creators who genuinely love the products, and that authenticity has paid off. Today, their TikTok boasts over 300,000 followers and 3.6 million likes.
The numbers behind the story
Purdy & Figg’s founders have grown the business without significant outside investment or venture capital – a strategy that’s worked for them. They hit £18.3 million in revenue by early 2024 and soared to £40 million by mid-2025. Their subscription model, which is built around a 90-day refill cycle, has been a game-changer, delivering predictable recurring revenue and enviable retention rates. At scale, they were onboarding up to 9,000 new customers a month, with nearly half opting for subscription.
While this is impressive growth, it also shows how niche brands can succeed without VC backing if they get the business model right. A modest £2 million angel round in 2022 helped accelerate operations, but the real engine has been a lean, vertically integrated model that keeps margins high and customer experience strong.
What it says about subscription retail
Purdy & Figg’s success points to a few facts about modern retail:
- Predictability wins: Subscription models turn one-off buyers into loyal customers, smoothing cash flow and enabling smarter growth.
- Content is currency: In a crowded market, authentic, shareable content beats traditional advertising every time.
- Purpose matters: Eco-friendly, refillable products resonate with consumers who want convenience without compromise.
For retailers eyeing the subscription space, Purdy & Figg proves that even everyday essentials can become lifestyle brands if you get the mix of product, purpose, and platform right.
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