Smol

What Smol does

Smol is a UK-based subscription homecare company founded in 2018 in Brighton by co-founders Paula Quazi and Nick Green. The company delivers eco-friendly laundry capsules, dishwasher tablets, household cleaning sprays, washing up liquid, and personal care products directly to consumers via a subscription model priced at parity or below leading brands such as Persil, Fairy, and Finish. Its core technical differentiators include patented 100% plastic-free cardboard packaging for laundry capsules (launched March 2020), concentrated enzyme-based formulations using over one third fewer chemicals than incumbents, and home-compostable sachets certified by TUV. The subscription platform runs on Recharge for billing and account management, Klaviyo for email communications, Stripe for payments, and Referral Candy for the Friend Get Friend referral programme.

The business model centres on recurring DTC subscription revenue through smol.com, supplemented by retail distribution in selected Sainsbury's stores, B2B corporate sales, and affiliate/influencer channels. Pricing is structured as pay-as-you-go subscription with customisable delivery frequency, free trials for new customers, and a Donate a Wash opt-in (30p per order) directed to The Hygiene Bank charity. Smol is B Corp certified (score 99.3, December 2023), holds Leaping Bunny and Vegan certifications, and is a member of RSPO. The company has raised approximately $44 million across two funding rounds (Series A $10.2M in July 2020 led by Balderton Capital; Series B $33.9M in May 2021 led by Eight Roads Ventures with participation from Google Ventures, JamJar Investments, and Latitude).

Smol serves eco-conscious UK consumers as the primary segment, with secondary outreach to hygiene-poverty-affected families and UK schools through the Suds in Schools programme (100+ washing machines placed in schools) and donations exceeding 4 million washes to The Hygiene Bank as of March 2026. The company operates exclusively within the United Kingdom with headquarters at The Portland Building, Brighton, and a team of 101-250 employees. Strategic marketing combines content, social media (Facebook, Instagram, TikTok, YouTube), influencer partnerships, TV advertising, and Westminster advocacy campaigns around hygiene poverty.

Name

Smol

Legal name

smol Limited

Website

https://smol.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Smol is a UK-based subscription homecare company founded in 2018 that delivers eco-friendly laundry capsules, dishwasher tablets, and personal care products via direct-to-consumer e-commerce, targeting eco-conscious UK consumers with patented plastic-free packaging and concentrated low-chemical formulations at price parity with leading brands.

Ownership category

akta.pro rank

Product category

Sustainable Household Cleaning and Personal Care Products

NAICS

Soap and Other Detergent Manufacturing (325611), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Laundry Detergents & Boosters (Liquid/Powder/PODS, Enzymes, Bleach Alternatives) (CRADAKAA)

akta.pro secondary industries

Dishwashing Products (Hand Dish Soap, Automatic Dishwasher Detergents, Rinse Aids) (CRADAKAF), Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM)

Keywords

• Eco-friendly laundry capsules
• Dishwasher tablet subscription
• Plastic-free cleaning products
• Sustainable personal care
• Concentrated home cleaning

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Subscription laundry products: Core revenue from subscription-based laundry capsules and liquids delivered on customizable schedules. Customers select frequency and pay per delivery.
2. Subscription dishwasher products: Dishwasher tablet subscription at £6.50 per 30-tablet pack delivered regularly.
3. Subscription personal care products: Personal care subscription including toothpaste (£12 for 3 tubes), body bars, shampoo bars, hand wash bars.
4. B2B sales: Bulk B2B sales of cleaning products to partners including retailers and corporate customers.
5. Affiliate and referral commissions: Commission-based revenue through affiliate marketing partnerships and influencer collaborations.
6. Donate a Wash opt-in: Optional 30p donation per order added to customer subscriptions, providing 2 washes to The Hygiene Bank charity.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels11 records

Core offering

Smol manufactures and sells a subscription-based portfolio of concentrated, eco-friendly household cleaning and personal care products delivered direct to UK consumers. Core ranges include laundry capsules (Bio, Non-Bio, Fragrance-Free), laundry liquid, fabric conditioner, dishwasher tablets, washing up liquid, multi-purpose/bathroom/floor tablet sprays, stain gel, hand/body/shampoo bars, toothpaste, bamboo toothbrushes, anti-perspirant, and foaming handwash, all packaged in plastic-free or reduced-plastic formats and tested to perform comparably to leading brands at competitive prices.

Product overview

Smol is a UK-based subscription cleaning and personal care products company offering a unified portfolio of eco-friendly formulations delivered through a subscription model. The core offering centers on laundry products (capsules in bio/non-bio/fragrance-free variants, laundry liquid, fabric conditioner) and dishcare (dishwasher tablets), complemented by household cleaning sprays (multi-purpose, bathroom, floor cleaner), washing up liquid, and stain gel. Smol has expanded into personal care including shampoo bars, body wash bars, hand soap bars, foaming handwash, toothpaste in aluminum tubes, bamboo toothbrushes, and anti-perspirant deodorant. All products emphasize reduced chemicals (over one third less than leading brands), plastic-free or reduced plastic packaging (100% plastic-free card packaging for capsules and tablets, carton refills for liquids), vegan and cruelty-free formulations, and subscription delivery. The model combines environmental sustainability with performance matching leading brands at competitive prices.

Differentiator

Problem solved

Functional benefit

Products and services

• Laundry Capsules (Bio, Non-Bio, Fragrance-Free) Concentrated laundry detergent capsules in 100% plastic-free card packaging. Available in Bio (with enzymes for tough stains), Non-Bio (gentle on skin), and Fragrance-Free variants. Tested against leading brands using AISE+ European protocol.
• Laundry Liquid Liquid laundry detergent in bio and non-bio formulations delivered in carton refill format with 83% less plastic than recycled plastic bottles. Uses over one third less chemicals than leading brands.
• Dishwasher Tablets All-in-one dishwasher tablets with built-in salt and rinse aid in 100% plastic-free packaging. 15.6% less chemicals than Finish brand. Free trial of 9 tablets available with subsequent 30-tab packs at £6.50.
• Fabric Conditioner Concentrated fabric softener in carton refill format. Vegan-friendly alternative to animal fat-based softeners. 18% less chemicals than Lenor. 4 pumps per load with twin pack lasting many months.
• Multi-Purpose Tablet Spray Dissolvable tablet spray for general surface cleaning. Home compostable sachet, 50% less chemicals than Flash Wipe & Done, saving 85g of chemicals per year per switcher.
• Bathroom Tablet Spray Dissolvable tablet spray for bathroom cleaning and limescale removal. Home compostable sachet, 66.6% less chemicals than Flash Bathroom, saving 170g of chemicals per year.
• Floor Cleaner Floor cleaning product in tablet format with 45.1% less chemicals than Method Floor, saving 35g of chemicals per year.
• Washing Up Liquid Plant-based, biodegradable dish soap in pink grapefruit fragrance. 100% recycled plastic bottle with free refill return service. 42.2% less chemicals than Fairy. 125 doses per 500ml bottle.
• Stain Gel Enzyme-based targeted stain remover using lipase, amylase, protease, mannanase, and cellulase to break down protein, starch, and fat stains without bleach damage. Packaged in 100% post-consumer recycled plastic bottle with refill option.
• Hand Soap Bar Solid moisturising hand soap bar with lemon verbena, oatmeal, and green tea. Free from SLS, parabens, and silicone. Dermatologically tested. Lasts 6x longer than liquid soap. FSC cardboard packaging.
• Body Wash Bar Solid shower gel bar with ocean sea-spray scent, jojoba oils, and shea butter. 92% natural origin ingredients, plastic-free FSC cardboard packaging, dermatologically tested for sensitive skin. Pack of 3 x 70g bars for £8.
• Shampoo Bar Solid shampoo bar as alternative to plastic bottled shampoo, paired with soap magnets for storage. Replaces the 520 million shampoo bottles UK households throw away annually.
• Toothpaste SLS-free toothpaste with natural mint oil and dentist-recommended fluoride in aluminum recyclable tubes. No artificial dyes, preservatives, GMOs, palm oil, or gluten. Pack of 3 x 75ml tubes for £12 with free delivery.
• Bamboo Toothbrush Toothbrush made from sustainably sourced bamboo with bio-based bristles containing no fossil fuels or BPA. Pairs with smol toothpaste in aluminum recyclable tube packaging.
• Anti-Perspirant Deodorant First plastic-free anti-perspirant in recyclable cardboard push-up packaging. Uses ethylhexyl palmitate (palm oil derivative) as carrier oil. No single-use plastic or aerosols.
• Foaming Handwash Concentrated foaming handwash tablets that dissolve in water. Cardboard packaging with refill tablet format, dermatologically tested, with each 300ml bottle providing 348 doses.
• Essentials Bundle Bundled subscription starter pack combining smol's top 4 product swaps (laundry capsules, dishwasher tablets, and other core products) into a single home delivery subscription. Originally £9.00, currently £5.00 (44% savings).
• Subscription Delivery Service Recurring home delivery subscription service covering smol's full product range. Customers select products, set delivery frequency based on usage, and manage or cancel subscriptions anytime through their smol account. Includes free trial options for new customers.

Quantifiable outcome

• 35% less carbon per laundry capsule vs leading brands
• +9 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• The Hygiene BankcoreStrategic or Co-development Partner · 1 January 2021Long-term strategic partnership with UK charity The Hygiene Bank. Smol supports through Donate a Wash scheme (30p per order = 2 washes donated), Suds in Schools programme (free washing machines + capsules to schools), and direct product donations. The Hygiene Bank distributes capsules through food banks, schools, community centres, refuges and shelters. Over 4 million washes donated as of March 2026.
• OliominorGTM or Marketing PartnerFood sharing app partnership for sustainability collaboration. Partnership with strong sustainability credentials and kindred approach to business.
• UpCircleminorGTM or Marketing PartnerUpcycling-focused brand partnership. Partner has strong sustainability credentials and similar audience demographics.
• SamsungminorGTM or Marketing PartnerPartnership with washing machine manufacturer to promote sustainable laundry practices and product compatibility.
• Sainsbury'scoreChannel Partner/ Reseller/ DistributorMajor retail partnership. Selected Sainsbury's stores carry smol products. For every pack purchased in-store, smol donates a whole pack to The Hygiene Bank charity.
• The TelegraphminorGTM or Marketing PartnerMedia partnership for brand exposure and content collaboration with sustainability-conscious audience.
• BAM Bamboo ClothingminorGTM or Marketing PartnerSustainable fashion brand partnership with aligned sustainability values and similar target demographics.
• allplantsminorGTM or Marketing PartnerPlant-based food brand partnership with sustainability credentials and health-conscious audience.
• naked winesminorGTM or Marketing PartnerDirect-to-consumer wine brand partnership for sustainability audience overlap.
• thrift+minorGTM or Marketing PartnerSecondhand fashion platform partnership with circular economy focus and sustainability values.
• grubbyminorGTM or Marketing PartnerSustainable cleaning brand partnership for market expansion and audience sharing.
• ElopakcoreStrategic or Co-development PartnerPartnership for D-PAK™ fibre-based carton packaging. Smol uses Elopak's sustainable cartons (vs plastic pouches) for laundry products. Cartons deliver lower global warming impact and better resource scarcity performance. Partnership with retailers including Sainsbury's, Omo, and Paperdent.
• StripecoreTechnology or IntegrationPayment processing partner for credit/debit card transactions on smol.com.
• KlaviyocoreTechnology or IntegrationEmail marketing platform for transactional and promotional communications with customers.
• RechargecoreTechnology or IntegrationE-commerce subscription platform providing order and billing history, subscription management, and recurring billing infrastructure.
• Keel, Royal Mail, WhistlcoreImplementation/ SI/ Consulting PartnerLogistics and delivery partners shipping smol products to customers. Products posted through letterbox when needed.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Method Products: Design-led eco-friendly cleaning brand (now part of Ecover/SC Johnson) offering laundry, dish, and surface cleaners with comparable sustainability credentials and premium positioning. Closest analogue for design-forward D2C and retail brand strategy.
• Faith in Nature: UK-based natural and sustainable household and personal care brand with overlapping laundry, body wash, and shampoo bar ranges. Similar B Corp-style positioning and UK retail/drugstore distribution.
• Ecover: Pioneer in plant-based, biodegradable cleaning products with comparable laundry detergents, dishwasher tablets, and household sprays. Most direct competitor in the eco cleaning segment with overlapping product range, retail distribution, and sustainability positioning.
• Seventh Generation: US-originated plant-based cleaning brand offering laundry detergent, dish soap, and household cleaners with comparable sustainability positioning and plastic-reduction mission. Provides international scale benchmark for eco-cleaning challenger brands.
• Grove Collaborative: US-based D2C subscription platform for natural and sustainable household and personal care products. Closest analogue for subscription-led eco-cleaning go-to-market model.
• Bio-D: UK-based ethical cleaning brand offering laundry, dishwashing, and household cleaning products with similar sustainability credentials, allergen-free positioning, and UK retail presence. Direct UK competitor with comparable mission-driven brand.

Broad incumbents

• Unilever (Persil, Dirt Is Good): Global CPG incumbent owning Persil and other laundry/dishwashing brands. Sets the performance and pricing benchmark smol competes against and has launched its own plastic-free and refill formats.
• Procter & Gamble (Fairy, Ariel): Global CPG incumbent owning Fairy (dishwashing) and Ariel (laundry). Dominant UK dishwashing tablet brand benchmarked by smol and a key competitive reference point.

Emerging players

• Attitude Living: Canadian eco-cleaning and personal care brand with EWG-verified, plant-based laundry and household products. Comparable in concentrated formulations and natural ingredient positioning.
• Grubby: UK eco-cleaning brand with sustainability credentials and audience overlap, mentioned as a smol GTM partner. Smaller-scale emerging competitor in concentrated eco-cleaning space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@smolproducts
• Facebookfacebook.com/smolproducts
• Instagraminstagram.com/smolproducts
• TikToktiktok.com/@smolproducts
• Xx.com/smolrevolution
• LinkedInlinkedin.com/company/smolproducts

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smol