smol – D2C Ranking & Growth Metrics
Refillable, low-plastic laundry and cleaning products sold by subscription
Last updated · August 2026 edition · method v1.2
smol ranks #207 of 312 D2C brands in the August 2026 edition and #71 of 121 in Home, up 7 places on last month. We estimate smol's revenue is flat year on year (low confidence). Branded search is steady over the past year. Among home brands selling home cleaning products, its closest competitor is Koh (#141).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, low confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big smol is today: #207 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Published above 5,000 monthly branded searches.
what drives the score Is smol's revenue growing?
We estimate smol's revenue is flat year on year (low confidence). Branded search is growing strongly but site traffic is declining, so the two signals don't back each other up and confidence is low.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is smol growing?
smol has no Momentum score yet: Momentum is published once a brand passes 5,000 monthly branded searches. Branded search is steady over the past 12 months, and growing strongly over the last three months compared with the same months a year earlier. Site traffic is declining over the same 12 months. Its size score is driven most by social audience, with branded search demand relatively weakest.
About smol
smol makes home cleaning products, including laundry capsules, dishwasher tablets, multi-purpose spray refills and handwash, designed to use less plastic, fewer chemicals and lower carbon than conventional alternatives. The brand is aimed at households looking for an easier, more sustainable way to clean, and sells directly to consumers online through a subscription model with free trials and refill options. It also offers a premium line called the Reset Range, positioned around stronger fragrance and performance.
smol branded search volume
How often people search for smol by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady; the last three months, compared with the same months a year earlier, are growing strongly. Demand is fairly steady through the year.
smol's audience, products and channels
Social audience
- Instagram smolproducts 175,483
- TikTok smolproducts 22,900
- YouTube smolproducts 1,010
Also on Facebook.
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK.
Ecommerce stack
- Cross-borderGlobal-e
- TrackingGoogle Tag Manager
Tools detected on smolproducts.com; detection covers common apps and may miss some.
smol competitors
The home brands closest to smol: same kind of product first, then the nearest in size. See every brand in Home or the full D2C brand rankings.
Eco-certified, refillable multipurpose and home cleaning products.
Canadian maker of ceramic dinnerware, glassware, rugs and home decor
Home baking tools, from proofers to bannetons and bread steels
Los Angeles-made candles, incense and home fragrance products
Brooklyn-based textiles and home goods with bold, original prints
smol: common questions
What does smol sell?
Refillable, low-plastic laundry and cleaning products sold by subscription. Known for: Laundry capsules, Dishwasher tablets, Multi-purpose spray refills, Foaming handwash and Reset Range sprays.
Where is smol from?
smol is based in United Kingdom.
Where can you buy smol?
smol sells through its own online store and selected retailers. Its online store is at smolproducts.com.
When was smol founded?
smol was founded in 2018.
Is smol's revenue growing?
We estimate smol's revenue is flat year on year (low confidence). Branded search is growing strongly but site traffic is declining, so the two signals don't back each other up and confidence is low. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are smol's competitors?
smol's closest competitors in the Home category are Koh, Fable Home, Brod & Taylor and P.F. Candle Co..
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.