Fudge, the UK hair care brand owned by PZ Cussons, is planning to expand into new markets, including the US, Asia and Korea. The brand, which is known for its edgy look and is primarily sold via salons, recently opened a pop-up salon at London Fashion Week this year.
PZ Cussons, which for many years was primarily known for its soap and toiletries brand Imperial Leather, bought Fudge from Australian company Sabre in 2012 for £25.5m. At the time, it was marketed as a male brand, but PZ Cussons has broadened it into a unisex brand.
In its long history as a toiletries and household products company, PZ Cussons has built up a portfolio of many leading brands, including Carex, Duck laundry soap and Elephant detergent. Its beauty division includes the brands Charles Worthington, The Sanctuary Spa and St. Tropez.
