smol in a a $34 million Series B led by Eight Road and joined by Google Ventures and Latitude

smol, a London, UK-based startup building a subscription business selling detergents online, announced the completion of a $34 million capital funding round.

The money was raised from investors from the US and the UK, led by Eight Road Ventures. Other money contributors include Google Ventures, Latitude, and existing investors Balderton Capital and Jam Jar Investments.

Proceeds will be used for expanding the business in different geographies.

smol, founded in 2018 by ex-Unilever execs Paula Quazi and Nick Green, built a laundry brand with laundry and dishwasher capsule packs, and a detergent subscription service. The company aims to become an eco-friendly alternative to big brand names, as its product range includes 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.

smol previously raised £8 million in Series A funding from Balderton and JamJar Investments in 2020.