Challenger cleaning brand, smol, has today announced its entry into a new product category with the launch of a range of bathroom products as part of its mission to revolutionise how the UK cleans, by challenging the plastic, chemicals and carbon produced by industry giants which the brand claims has left consumers ‘fed up of having to compromise’.
The seven new products, which are all Leaping Bunny certified by Cruelty Free International, include:
- A range of shampoo, body and soap bars to tackle the fact that many liquid shower products contain up to 80% water, in heavy plastic bottles
- An SLS and nasties-free toothpaste, packaged in a recyclable aluminum tube to help reduce the millions of unrecyclable plastic toothpaste tubes
- The UK’s first 100% plastic-free antiperspirant deodorant will also be added to the range soon, where customers can sign up to try it first
The range marks smol’s latest innovation in its mission to make it as easy and convenient as possible for the UK to switch their everyday products to those which don’t compromise the planet, with its household cleaning products already having saved almost 1.5k tonnes of plastic and over 1.6m liters of shipped water.
With bathrooms housing the most amount of plastic compared to anywhere else in the home, and only a mere 50% of bathroom packaging being recycled*, smol looks to change how people wash for good with a revolution long overdue. The brand also notes that consumers are on the backfoot when navigating an industry notorious for pseudoscience and corporations which engage with or fund animal cruelty- with an urgent need to do better.
The range joins smol’s existing award-winning household cleaning products as part of the brand’s DTC subscription model which makes switching convenient using a simple, customisable plan that offers cost-effective cleaning products straight to your door whenever needed. One subscription for cleaning in the kitchen, bathroom and beyond.
Nick Green, co-founder of smol, said: “It was clear to us that consumers are in desperate need for bathroom essentials which work brilliantly, and are kind to the planet and our wallets - and smol is proud to be part of the shake-up to do better. Our mission is to make it easy for anyone to swap to everyday products which are better for the planet than the mainstream alternatives.”
“People are fed up of having to make compromises when it comes to the personal care products which work for them; the category remains packed with misleading information, from ingredients to sustainability, leaving us overwhelmed, let down, and with cabinets full of single-use plastic. People are forced to choose between products that bring needless plastic, chemicals and carbon along with them, or expensive eco alternatives. Our range offers something which has been sadly lacking: accessible and jargon-free products in bathrooms across the UK, which actually work without harming our bodies or the environment.
We’re excited to continue challenging ourselves to innovate where it is needed the most; more choice for better everyday products, so that collectively we can show that smol things really do make a big difference.”
Having developed products over the past two years behind the scenes, smol will help move the dial with high-performance products that promise to perform just as good, if not better, than leading brands. From the bespoke packaging to ingredients, everything has been considered to remove the industry ‘fluff’ - like creating a recyclable deodorant tube that only lasts as long as the product, or removing unwanted additions like SLS to smol’s toothpaste.
As a brand where efficacy is just as important as sustainability, the products have been rigorously tested and refined. The antiperspirant was sent to an independent testing lab where volunteers collected sweat samples from their armpits with and without smol antiperspirant, and the samples were analysed to prove both a reduction in quantity of sweat and in odour.
To ensure everyone has access to the range, smol has catered to those with skin sensitivities; with dermatologically tested products
The plastic-free packaging designs approach each product with distinct bold colours and playful text, whilst aligning with smol’s homecare range with their no fuss look made from FSC approved cardboard and vegan based inks.
The products range will be available to smol customers as an exclusive from 7th August 2023 before being rolled out for everyone to shop by the end of the year. Consumers can unlock access to try the new personal care range simply by signing up for a free trial of smol’s home products first.
More about the new range can be found here.