The London-based homecare brand smol celebrates its third year anniversary with the announcement of a $34 million Series B raise. The company now powers 10 million washes per month across the UK, having helped customers save over 1,000 tonnes of chemicals 350 tonnes of plastic, and 10 tonnes of animal fats.

The round was led by Eight Roads Ventures and saw participation from Google Ventures, Latitude, and existing investors Balderton Capital and Jam Jar.

This latest funding is expected to be used to further fuel product development and market expansion.

“The stagnant household care market is finally getting a long-overdue shake-up, with smol making sustainability and convenience the norm rather than the exception,” comments Eight Roads Ventures’ Michael Treskow. “We are excited to support smol’s ambitious mission to help consumers make a positive environmental impact in a convenient and affordable manner.”

Founded in 2018 by former Unilever employees Paula Quazi and Nick Green, the aim of smol is to provide eco-friendly alternatives to big brand names. “We want to bridge the divide between big brand products that focus on affordability and efficacy, and smaller eco-friendly brands that are more expensive and less effective,” said co-founder Paula Quazi. 

smol began its product line with laundry capsules and has since expanded into a wide variety of eco-friendly cleaning products, all manufactured with a low carbon footprint, reduced chemical additives, and are vegan and animal cruelty-free.

The trend towards more eco-friendly products has been only accelerated over the course of the pandemic. “The last year has further increased consumers’ awareness of the ecological impact our everyday actions have, and the role younger brands can have in making a positive difference,” explains co-founder Nick Green.

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