Bliss launches new partnership with Fabulosa

Posted on March 10, 2021

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Bliss, the UK’s leading charity for babies born premature or sick, has announced an innovative, new partnership with Fabulosa, the hugely popular cleaning brand, designed to raise much needed funds and awareness.

As part of the new partnership, Fabulosa has developed three exclusive beautiful ‘baby-inspired’ fragrances as the latest additions to their best-selling concentrated disinfectant range, including ‘Little Violets’, ‘Baby Powder’ and ‘Chamomile Cuddles’. For every item in the range sold on the Fabulosa website, the brand will donate 25p to Bliss.

Along with raising funds, Bliss hopes the collaboration will also raise awareness among Fabulosa’s large customer base of the challenges faced by families whose babies require neonatal care. One in seven babies are born needing neonatal care in the UK every year, equating to 90,000 babies.

Supporting the launch is Lady Sarra Hoy who has been a Bliss Ambassador since her son Callum was born prematurely at 29 weeks. She and her husband Sir Chris Hoy hold the cause close to their hearts.

Lady Sarra said: “As any parent of a neonatal baby will know, the concept of self isolation, quarantine and infection control is nothing new. I am delighted that Fabulosa has teamed up with Bliss, sharing their expertise to support the parents of these special babies.”

Fabulosa Founder Jennifer Sharpe said: “Fabulosa is delighted to be teaming up with Bliss for our first ever charity partnership. As a family-run business with one simple mission to create a world where cleaning lifts more than just dirt alone, Bliss is a charity that is close to my heart. Seven years ago, my close friend Emma gave birth to her son Harry who was born premature and required neonatal care. It was such a shocking and traumatic experience for Emma which is why I really want to help other families who are going through a similar thing by using my brand.”

Emma Flatman said: “Harry is my ‘miracle baby’ and I am so glad my good friend Jennifer has launched this new partnership with Fabulosa and Bliss. When he was born 11 weeks early in March 2014, Harry and I spent a total of 145 days together in hospital. The experience in NICU certainly is like no other and it is almost impossible to prepare yourself for what lies ahead.

There were many occasions where the staff at the hospital did not expect Harry to survive and I was fully aware of what a perilous path we were embarking upon together. Harry is a product of everybody’s professionalism, care and attention to detail. The support Bliss provides to families who are going through a similar journey is so vital and I hope Fabulosa’s wonderful customers can raise funds for this amazing charity.”

Caroline Lee-Davey, Chief Executive of Bliss said: "We are delighted that Fabulosa is launching a new range where proceeds will be donated to Bliss. Any parent who has gone through the NICU journey knows the importance of keeping clean, especially when touching their baby. We are grateful that a product which will be used on a daily basis by parents will help to support our vital work for premature and sick babies."

The exclusive three new Bliss fragrances are available to buy at