DTC Laundry Startup Smol Receives $34 Million in Startup Funding

By Elijah Labby Friday, May 14, 2021

Smol, a direct-to-consumer (DTC) cleaning product startup, has received $34 million in startup funding.

The COVID-19 pandemic has forced billions of people back into their homes, and many of those people have become frequent customers of the DTC business model.

Subscription services allow millions of people across the country and world to receive products and services directly to their houses. From food to car parts, whatever one could want to be delivered to one’s house, they are likely to find it online.

A family doing laundry.

All About What the Smol Startup Company Does

Smol is one such company bringing the ease of mind that cleanliness can give to houses across the country.

Founded in 2018 by Paula Quazi and Nick Green, former Unilever directors, the startup business delivers laundry detergent, cleaning sprays, and other household cleaning products. The company wants to create a more sustainable approach to cleanliness, as well as improve the ease with which one can access such products.

The most recent round of company funding was led by Eight Roads Ventures and Google Ventures, with contributions from Latitude, Balderton Capital, and JamJar Investments.

What the Startup Business Owner Has to Say

Quazi said that the new business investment would help the company expand into new product offerings and continue its growth.

“With our latest round of funding secured,” she said, “this $34m investment will allow Smol to expand further into new products and markets, helping consumers make an even bigger impact, by allowing them to make even more environmentally friendly choices with ease.

All About the Aims of the New Company Effort, Washwell

Quazi said that one of the aims of the company is, seemingly ironic — to get people to wash their clothes less. By doing so, she says that consumers can make a more positive impact on the environment than the current cleanliness products, which largely come in unnecessary plastic containers. It’s all part of a new initiative from the startup company called Washwell, which aims to improve the sustainability of cleanliness products.

“Encouraging people to wash less, and therefore buy less detergent, may seem a counter-intuitive move from a laundry and cleaning brand, but if we can encourage consumers to make that small change it will have a huge impact on reducing carbon emissions and water use,” Quazi said.

About the Author


Headshot for author Elijah Labby

Elijah Labby is a graduate of the National Journalism Center. He has previously written for Broadband Breakfast, a technology and internet policy website.

The Growing Global Household Cleaning Products Business

The global household cleaning products business is expected to reach a total business valuation of $312 billion by 2027 and is growing at a compound annual growth rate of about 5%. Companies like Lysol, Clorox, The Procter & Gamble Co., S. C. Johnson & Son Inc., and Colgate-Palmolive Co. are all contributing to a market that boomed last year and is expected to continue growing at a great pace.

All of this means that Smol is in a good position for growth. The coronavirus pandemic created an economy that values DTC, mail-based home delivery systems and isn’t likely to stop anytime soon. When it comes to cleaning products, Smol has the potential to be a household name in the industry and make a profit while doing so.

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