As a former marketing executive at Unilever Europe, Paula Quazi knew the problems with laundry detergent. Products were too big, too heavy and too unattractive. It had become a pet peeve.
Smol could now be set to rival traditional brands, including those from Quazi’s former employer. The company completed a $34m series B fundraising round in May with investors, including Eight Roads Ventures and Google Ventures, and says it’s Britain’s fastest-growing laundry brand and leading detergent subscription service. Smol doesn’t disclose sales figures but estimates that its capsules are used in 2.5-million washes a week.
The reason we’re called Smol is that we’re the small guys amongst the big guys — the big consumer companies. It’s been hard. But it’s really important to keep going and keep doing it. We came in based on our feelings as consumers and what we would like. We wanted products that were eco-friendly, affordable, beautiful and came when we wanted. We didn't want to have to keep storing lots in our cupboards to get a bargain.
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