Eco-friendly laundry goods subscription service smol raises £8M from Balderton

Smol is a startup that delivers eco-friendly laundry capsules and dishwasher tablets on subscription through letterboxes, which undercut the price of the leading brands, to people’s homes. It’s now raised £8 million in a Series A funding round led by Balderton Capital with participation from JamJar Investments. The funding will see smol push into new product categories, expand further into new markets and expand its team. Before this round smol had been funded by seed money from private investors.  

Created by former Unilever employees, Paula Quazi and Nick Green in 2018, its also launched its own-brand, animal-fat-free, vegan fabric conditioner and a 100% plastic-free, child-lock packaging for its laundry and dishwashing products, as well as fabric conditioner made from 100% post-consumer recycled plastic which as recyclable. Smol also offers a returns scheme for refill and reuse.

P&G and Unilever currently dominate the market, while smog hopes to become ‘the dollar shave club’ of laundry.

Paula Quazi, Co-founder of smol said in a statement: “Having seen how the industry has barely innovated in over a hundred years we launched smol to take the hassle out of washing for families whose laundry needs have been ignored for decades.”

Suranga Chandratillake, Partner at Balderton Capital said: “When people think of technology disruption, it is normal to think of digital products and internet tools. However, technology has the power to make life better for us in the most unexpected ways and we believe Paula, Nick and their amazing team have tapped into just such an opportunity at smol.”

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