Smol laundry and homecare products

Smol is a prominent British eco-friendly homecare brand that revolutionized the laundry market through a direct-to-consumer subscription model. Founded in 2018 by Paula Quazi and Nick Green, both former executives at Unilever, the brand was born out of a desire to provide high-performance cleaning solutions with a significantly reduced environmental footprint. Their mission centered on eliminating plastic waste and reducing chemical loads without sacrificing efficacy.

While the company is headquartered in the United Kingdom, its manufacturing is strategically distributed to optimize its carbon footprint. Most of its core products, such as laundry capsules and dishwasher tablets, are manufactured within the European Union to serve its primary markets. Specifically, their hand sanitizer has been noted as being produced in the UK. The brand gained international attention for launching the world's first 100% plastic-free, child-impeding cardboard packaging for laundry detergents.

Smol remains a privately held, independent company as of 2026. It is a certified B Corp, reflecting its commitment to high social and environmental standards. While it has received significant venture capital backing from firms like Eight Roads Ventures, Balderton Capital, and GV (Google Ventures) to fund its European expansion, it continues to operate as an independent entity led by its original founders rather than being a subsidiary of a major multinational conglomerate.