Overview
Grove Collaborative is a US online retailer of sustainable household, cleaning, personal care, beauty and wellness products. At grove.co and in its app, it sells its own brands next to a curated range of third-party natural brands, all vetted against strict sustainability and ingredient standards. For a clean or sustainable brand that wants to reach US shoppers who care about what is in their products, Grove is a specialist channel.
Who is behind Grove Collaborative
Grove Collaborative is headquartered in San Francisco and is listed on the New York Stock Exchange (ticker GROV). It is a certified B Corporation and a Public Benefit Corporation, and every order is carbon neutral. In 2025 Grove's revenue was USD 173.7 million, down from USD 203 million in 2024. The company has wound down its brick-and-mortar retail business and now sells mainly through its own website and app.
A curated marketplace for clean products
Grove describes its goal as building the leading marketplace of curated, clean and sustainable products for conscious consumers. Third-party brands are a growing part of that. In the second quarter of 2025 they made up about 59.5% of revenue, and Grove's own brands, led by Grove Co., the rest. In 2025 Grove moved its e-commerce platform to third-party providers and acquired the brands Grab Green and 8Greens.
How brands can work with Grove
Grove selects the brands it carries. A brand approaching Grove should be ready with:
- Products that meet Grove's standards on ingredients and sustainability, including plastic use and packaging.
- A natural or clean positioning in household, cleaning, personal care, beauty or wellness.
- US stock and compliance for the product category.
- Promotional support. Grove has worked to standardise vendor funding for promotions across its third-party brands.
- Clear product information that backs up sustainability and ingredient claims.
Why Grove matters for brands
Grove reaches US households that actively choose sustainable products and often buy repeatedly. A listing on Grove puts a brand in front of shoppers who already trust Grove's vetting.
How eBrands looks at Grove Collaborative
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you have a clean or sustainable brand and want to see how Grove could sit alongside the channels you already use, we are happy to talk it through.
Useful links
Ready to go global?
Let us show you how eBrands can take your brand to every market that matters.