Grove.co is the digital home of Grove Collaborative, a Certified B Corporation dedicated to transforming the consumer products industry by offering a curated marketplace of sustainable, natural, and effective home essentials, personal care items, and wellness products. The company operates on a mission-driven model, aiming to make it easy for households to make positive choices for their families and the planet without compromising on quality or performance.
At its heart, Grove functions as a trusted curator. The company rigorously vets all products sold on its platform against a strict list of standards called the Grove Standard. This standard prohibits ingredients like parabens, phthalates, formaldehyde, and other chemicals of concern. The focus is on products that are plant-based, cruelty-free, and often feature sustainable packaging, including many refillable options. Grove offers a wide array of categories including:
In addition to stocking well-known trusted brands like Mrs. Meyer's, Seventh Generation, and Method, Grove has developed its own highly regarded line of products under the Grove Co. brand, which are designed to be high-performing, beautifully scented with essential oils, and focused on reducing plastic waste through innovative packaging.
The website provides a seamless shopping experience. Customers can shop on a one-time basis or, more commonly, enroll in the Grove Collaborative membership program, Grove VIP. This free membership offers several key benefits:
This model promotes consistent use of better-for-you products and helps in planning and reducing last-minute trips to the store.
Grove's identity is deeply intertwined with its environmental and social goals. As a Public Benefit Corporation and Certified B Corp, it legally considers its impact on society and the environment. The company has ambitious initiatives, such as its commitment to becoming 100% plastic-free by 2025. It actively promotes refill systems, where customers keep a durable glass or aluminum bottle and purchase concentrated refills in lightweight, recyclable packaging. Furthermore, Grove partners with organizations like the Plastic Bank to help remove plastic waste from the environment, aligning customer purchases with tangible planetary impact.
Beyond being an e-commerce platform, Grove.co serves as an educational resource. The website features a robust content section, "The Grove Guide," with articles, tips, and DIY recipes focused on natural living, cleaning, wellness, and sustainability. This positions Grove as a helpful expert in the space, building trust and guiding customers toward a more conscious lifestyle.
In summary, Grove.co is more than just a store; it is a comprehensive ecosystem for individuals and families seeking to align their everyday purchases with their values. It combines rigorous product curation, a convenient membership model, a strong private label, and a deep commitment to environmental stewardship, making it a leading destination for sustainable home and personal care.