What is Smol?
Founded in 2018, Smol has redefined the traditional retail model for household essentials, including laundry capsules and dishwashing tablets. By utilizing a subscription-based, direct-to-consumer delivery system, the company effectively removes the inefficiencies associated with traditional brick-and-mortar retail. This approach not only enhances customer convenience but also aligns with the growing consumer demand for sustainable, plastic-reduced packaging and high-quality, concentrated cleaning formulas. Smol occupies a unique intersection of consumer technology and fast-moving consumer goods (FMCG), leveraging data-driven logistics to optimize supply chain management and customer retention.
How much funding has Smol raised?
Smol has raised a total of $45M across 2 funding rounds:
Series A
$11M
Series B
$33.9M
Series A (2020): $11M with participation from Balderton Capital and JamJar Investments
Series B (2021): $33.9M led by Latitude Capital, JamJar Investments, Balderton, GV, and Eight Roads
Key Investors in Smol
Balderton
Balderton Capital is a London-based venture capital firm that raises dedicated funds to invest in early-stage, high-growth technology companies across Europe, typically leading Seed and Series A rounds and supporting founders through global scale-up and exits.
JamJar Investments
JamJar Investments is a venture capital fund founded by the creators of Innocent Drinks, focusing on providing capital to early-stage companies within the consumer technology and FMCG sectors.
GV
GV is a global venture capital firm that invests across multiple stages and sectors, including consumer products and enterprise solutions, providing financial backing to promising startups and growth-stage businesses.
What's next for Smol?
Following the successful completion of its Series B round, Smol is poised for a phase of aggressive scaling and product diversification. The strategic backing provided by its investor syndicate will likely be directed toward enhancing manufacturing capacity, expanding its product portfolio, and deepening its footprint in international markets. As the company matures, the focus will shift toward maintaining its competitive edge through technological innovation in product formulation and logistics efficiency. With a solid foundation of institutional support, Smol is strategically aligned to capture a larger share of the household cleaning market, potentially exploring new categories that benefit from its established subscription infrastructure and brand loyalty.
See full Smol company page
