Grove Collaborative

Grove Collaborative is a US-based direct-to-consumer e-commerce company specialising in sustainable home, cleaning, personal care, and wellness products. Founded in 2012 (originally as ePantry) and headquartered in San Francisco, Grove has built a business around a clear value proposition: making it easier for American households to replace conventional cleaning and personal care products with more sustainable, natural alternatives.

The company operates both as a curated retailer for third-party sustainable brands and as a brand builder in its own right — Grove's own-label products, particularly its cleaning concentrates and personal care lines, have become significant revenue contributors. The business went public via SPAC merger in 2022, reflecting the scale it had reached and the investor interest in sustainable consumer goods businesses.

The customer and the mission

Grove's customer is the environmentally motivated American household shopper — disproportionately women, millennials, and parents — who cares about what is in their cleaning products and wants to reduce single-use plastic in their home. The platform's curation acts as a quality filter: brands available on Grove have passed the company's standards around ingredient transparency, sustainability credentials, and effectiveness.

For sustainable consumer goods brands in home, cleaning, personal care, baby, and pet categories, Grove Collaborative is one of the most relevant US retail channels. Its customer base is pre-qualified for sustainability-oriented products, and the editorial curation means that being listed on Grove carries a degree of brand endorsement that mass-market channels cannot provide.