Leading sustainable consumer products company first forays into the $100B pet care category, adding a new pet grooming product line to its earth-friendly brand line
San Francisco--(BUSINESS WIRE)--Grove Collaborative ("Grove"), a leading sustainable consumer products company and Certified B Corp company, announced the launch of the pet care brand Good Fur, a new cruelty-free pet grooming product line offering shampoo , Conditioner, accessories, etc., bring sustainable innovation to consumers' furry homes.
As pet ownership continues to increase after the pandemic, and consumers are looking for products that help care for pets and the planet, Grove is entering the growing pet care category by launching sustainable beauty products. The benefit-oriented formula is made with organic ingredients to solve the most common pet grooming problems and does not contain disposable plastics. Good Fur's products are made of infinitely recyclable aluminum bottles equipped with durable, reusable pumps, supporting the company's mission to surpass Plastic™ and achieve 100% plastic-free by 2025.
“Good Fur is inspired by our team members who strive to find sustainable pet care products that meet our Grove standards,” said Stuart Landesberg, co-founder and CEO of Grove Collaborative. "Through these common experiences, it is obvious that for a sustainable packaging and effective pet grooming brand with human-grade ingredients standards, this is a huge opportunity. As a dog owner, I am very interested in the launch of Good Fur and its impact. I am particularly excited about the impact of continuing to push the consumer goods industry beyond the plastics industry."
Traditional pet care products usually contain harsh chemicals and have traditionally been packaged in plastic. Pet food and snack packaging alone produce 300 million pounds of plastic each year in the United States. Good Fur products are packaged in aluminum and equipped with reusable pumps. All products are free of parabens, sulfates (SLS), triclosan, synthetic dyes and formaldehyde. Instead, they are replaced by mild and effective ingredients such as organic oats, jojoba oil, aloe, active vegetable oil and 100 % Natural flavors. The brand is instilling confidence in consumers that the products they use are good for their pets and the planet.
Luana Bumachar, Vice President of Grove Collaborative Private Brands and Innovation, said: "The launch of Good Fur is an important milestone in our journey to build a brand. These brands are a positive force for good and support our initiative to be plastic-free by 2025. "As consumers pay more attention to clean ingredients and sustainability than ever before, we have met the unmet needs in the pet category through the launch of Good Fur. The brand name summarizes what Good Fur stands for: high quality Products, to provide your pets with high-quality "fur", and to provide high-quality "fur" for the earth."
Good Fur can be purchased exclusively here on the Good Fur page of Grove.com.
The series was launched for the first time with a total of 11 SKUs, including initial bundles and refill bottles, with prices ranging from US$6.95 to US$14.95. Each product includes How2Recycle instructions, so it is easy to understand how to recycle correctly and ultimately curb packaging waste. Good Fur joins the Grove Collaborative private label portfolio, which includes many other brands created by the company, such as its flagship home care brand Grove Co.; plastic-free vegan personal care Peach not Plastic; and clean skin care brand Superbloom. For more information about Good Fur, please visit the Good Fur page on Grove.com here.
Grove Collaborative was launched in 2016 as a certified B company and is transforming consumer products into a positive force that is beneficial to humans and the environment. Grove creates and plans high-performance, earth-first products in the fields of household cleaning, personal care, laundry, cleaning and beauty, and pets, serving millions of households in the United States. With a flexible monthly delivery model and knowledgeable Grove guidelines, Grove enables It becomes easy for people to build a sustainable daily life. Every product that Grove provides comes from two brands they produce-such as their flagship brand Grove Co., plastic-free vegan personal care line Peach not Plastic, and clean skin care brand Superbloom-as well as products from excellent third-party brands , Have been thoroughly reviewed for strict standards of clean ingredients, efficacy, sustainability, cruelty-free formulations and ethical supply chain practices. Grove Collaborative is a nonprofit company whose mission is to go beyond plastics, and recently entered physical retail for the first time in Target stores across the country. Grove is the world's first plastic-neutral retailer and is committed to achieving 100% plastic-free by 2025. For more information, visit grove.com.
ICR Inc. GrovePR@icrinc.com
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