Not only do its products match or better the leading brands in tests, they also suit customers' desire for ethical consumption. All Smol products are ethically sourced, 100% vegan and are shipped in recyclable packaging. With its convenient, subscription-based postal plan, Smol is beginning to establish a firm customer base for the long term.

The homecare sector is not an easy one to break into and is dominated by three key players: Unilever, P&G, and RB. However, these major brands rely heavily on relationships with retailers and the high street, and by selling directly to the consumer, Smol undercuts the market by bypassing the need for big retailers. It benefitted from market disruption over the past few years due to this approach.

The key focus for Smol is to secure a strong place in the industry. If it can do this, it will likely see considerable success. Led by industry experts and with promising products, Smol has great potential and will likely see huge growth over the next few years.