smol is a household cleaning company, founded on the question, that there had to be a better way. With innovation within the household cleaning category more or less stagnant, smol founders, Paula Quazi, and Nick Green, saw an opportunity to flip things on it’s head and create a new brand of environmentally friendly cleaning products that worked and don't cost a fortune. These products are beautifully designed and consistent with how customers live their lives.

With a classic challenger brand mentality, the founders started by listing all the problems with the current market and then set about resolving every single one of them; from formula and environmental accreditations to sustainable packaging and delivery mechanic. In 2018, two years after development started, smol was launched.

Unlike 99% of the category, smol is not stocked in the supermarket. It is s subscription model based on user needs and preferences. Customers are asked a series of questions to determine the best solution for them. This data is used to determine the quantity and frequency of purchase, which can easily be optimised or opted out of. The product is delivered in a slimline, letterbox friendly package. This means that the brand can pass cost savings directly to customers, and there is no longer the need for the customer lug bulky detergent home from the supermarket again.

Whilst customer intention to switch to environmentally friendly products is growing, there is a level of underlying scepticism- do they actually work. This is what the development cycle of the product was so crucial. It had to work, and early adopters had to be convinced that this was a product worth switching for and talking about. Customer advocacy is a large part of the smol recruitment strategy, with 5-star Feefo reviews feature prominently on the website and in their marketing communications, however, smol knows that trial is essential, customers have to experience it, to believe it. All new customers are offered a free product before signing up.

The Quasi and Green are both ex Unilever, so know the importance of building a brand as opposed to selling a product. Every aspect of the brand is beautifully designed and structured on its core principles: no bullshit, customer first, being green and ensuring a fair price. These dictate everything from the business operations, to the packaging decisions, through to the website experience and the marketing approach.

smol believe that it’s the little things that make a big difference, and are committed to creating a better, more environmental way of cleaning for everyone.

Sprowt has no affiliation with smol other than a laundry basket full of beautiful smelling clothes, and an admiration for how they have built a customer centric brand that combines innovation with being better for the environment. If you are a purpose-driven brand that is looking to stand out and scale, get in touch to see how we can help.

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