22 Jan 2025
2024 was a year where smol changes had a BIG impact.
Since 2018, we’ve been shaking up the laundry aisle - the big brand territory where sustainability hasn’t exactly been top of the agenda. Here at smol, it’s everything.
Last year? We took bigger strides, used louder voices (and even made laundry cleaner). Along with our incredible customers, we’ve been busy ditching single-use plastic, cutting carbon and tackling hygiene poverty.
Spoiler alert: it’s been massive.
big numbers.
2024 in stats? Here’s what YOU helped us achieve:
- 470 tonnes of plastic saved (that’s 9 fully loaded space shuttles by weight).
- 4,913 tonnes of carbon were spared from the atmosphere.
- 970 tonnes of chemicals avoided.
- 8 million packs dispatched (enough to scale Mt. Everest 22 times)!
And it didn’t stop there. We answered over 180,000 emails, saw 275,000 visits to our help centre and handled 80,000 comments across social media.
That’s a lot of love for a little brand.
b corp badge of honour.
2024 saw us officially join the B Corp fam. The certification proved what we already believed: running a business that’s good for the planet and people matters. It’s a guide for doing better, and trust us, there’s no stopping here.
fighting hygiene poverty.
- Donated 1.4 MILLION washes to The Hygiene Bank charity.
- Set up 36 new free-to-use launderettes in schools, bringing our total to 100.
Clean clothes aren’t a luxury - they’re essential. Together, we’re making sure everyone has access and it really does improve lives.
cleaning up.
We love innovation almost as much as we hate single-use plastic. In 2024, we launched:
- Foaming refillable handwash to tackle millions of plastic bottles used annually in the UK.
- Refillable liquid laundry detergent that’s super concentrated.
- Foaming bathroom spray made with refill tablets.
- Easy-squeezy refillable floor cleaner.
2025 promises even more game-changing products. Stay tuned.
empowering people.
From whistleblowing policies to better career development, we stepped up for the smol team. Oh, and we launched a share option scheme so everyone can own a slice of our success. That’s how you revolutionise household cleaning brands.
Meanwhile, we deepened our commitment to inclusion:
- Ran our diversity & inclusion survey for the third year.
- Conducted a pay analysis by gender and ethnicity.
- Hired 3 amazing people from Shaw Trust and offered permanent contracts to individuals from East Sutton Park Prison upon their release.
big customer ideas.
As for our brilliant customers, you’re part of our people. Your feedback kept flowing through 2024 and it continues to shape our business.
- 38,000 customer survey responses poured in.
- Our new help centre made life easier for customers.
- Plastic Free July brought our Plastic Purger Quiz—a hit for tackling household waste.
governance, but make it smol.
Policies and platforms are ever important:
- Introduced whistleblowing and modern slavery policies.
- Partnered with Enzuzo to keep your data safe.
- Added “Impact” as a regular agenda item in Board meetings.
Because being amazing doesn’t just happen - it’s partly planned.
smol goals, huge heart.
We’ve always said that small changes can make a world of difference. From reducing carbon and chemicals to supporting children in hygiene poverty, 2024 proved it’s possible.
And the best part? When we grow, so does our impact. So, here’s to 2025 - new products, new initiatives and even bigger changes on the horizon.
Thank you for being part of the smol community. Together, we’re cleaning up the planet, one wash at a time.
You can read our full 2024 impact report here.