Sustainable Laundry Startup Smol Raises £8M in Series A Funding
UK-based eco-friendly household products company Smol has secured £8 million in Series A funding to expand its innovative subscription service. The round was led by Balderton Capital with participation from JamJar Investments, marking a significant milestone for the sustainability-focused startup.
Revolutionizing Household Cleaning
Founded in 2018 by former Unilever executives Paula Quazi and Nick Green, Smol delivers:
- Affordable, eco-friendly laundry capsules
- Plant-based dishwasher tablets
- Vegan fabric conditioner (animal-fat-free)
- 100% plastic-free, child-safe packaging
All products conveniently fit through standard letterboxes, eliminating bulky packaging and doorstep deliveries.
Sustainability at the Core
Smol distinguishes itself through its environmental commitment:
✔ All packaging uses 100% post-consumer recycled plastic ✔ Offers a refill-and-reuse return program ✔ Products are vegan and cruelty-free ✔ Priced below leading conventional brands
Funding to Fuel Expansion
The new capital will enable Smol to:
- Develop additional sustainable product lines
- Expand into new international markets
- Grow its operational team
- Enhance its technological infrastructure
Challenging Industry Giants
Smol positions itself as a disruptive force against dominant players like P&G and Unilever. Co-founder Paula Quazi states: “We recognized how stagnant this industry had become. Smol was created to modernize laundry care for families who’ve been underserved for generations.”
Investor Confidence in Sustainable Innovation
Suranga Chandratillake, Partner at Balderton Capital, commented: “True innovation isn’t limited to digital products. Smol demonstrates how technology can transform everyday experiences through sustainable solutions that benefit both consumers and the planet.”
Prior to this Series A, Smol had been funded through seed investments from private backers. The company aims to become the “Dollar Shave Club of laundry” by combining convenience, affordability, and environmental responsibility.
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