Grove Collaborative Launches Own Pet Care Brand with Launch of Good Fur ™ | News

SAN FRANCISCO – (BUSINESS WIRE) – December 9, 2021–

Grove Collaborative (“Grove”), Leading Sustainable Consumer Products Company and Certified B Corp, Announces the Launch of the Pet Care Brand, Good Fur, a New Line of Cruelty-Free Pet Grooming Products offering shampoos, conditioners, accessories and more, bringing its enduring innovation to the furry family of consumers.

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Grove Collaborative launches its own brand of pet care GoodFurTM (Photo: Business Wire)

As pet ownership continues to increase after the pandemic and consumers seek products to help care for their pets and the planet, Grove is tapping into the growing category of pet care with to its deployment of sustainable grooming products. Benefit-focused formulas are made with organic ingredients and address the most common grooming problems for pets, while remaining free from single-use plastic. Good Fur products are made from endlessly recyclable aluminum bottles that come with durable, reusable pumps and support the company’s mission to go beyond plastic ™ and become 100% plastic-free. by 2025.

“Good Fur was inspired by members of our team who have struggled to find sustainable pet care products that meet our Grove standards,” said Stuart Landesberg, Co-Founder and CEO of Grove Collaborative. “Through these shared experiences, it became clear that there was a huge opportunity for an effective and sustainably packaged pet grooming brand with human grade ingredient standards. As a dog owner myself, I am particularly excited about the launch of Good Fur and the impact it will have on the continued evolution of the consumer products industry beyond plastic.

Conventional pet care products often contain harsh chemicals and have historically been wrapped in plastic, with pet food and treat wrappers alone creating 300 million pounds of plastic each year in the United States. United. Good Fur products are made with aluminum packaging that comes with a reusable pump. All products are free of parabens, sulfates (SLS), triclosan, synthetic dyes and formaldehyde, and instead contain mild and effective ingredients such as organic oatmeal, jojoba, aloe vera, active vegetable oil and 100% natural fragrances. The brand instills confidence in consumers that what they use is good for their pets and for the planet.

“The launch of Good Fur is an important step in our journey to create brands that are a positive force for good and that support our initiative to become plastic-free by 2025,” said Luana Bumachar, vice president of brands owned and innovation at Grove Collaborative. “With consumers placing more emphasis on clean ingredients and sustainability than ever before, there was an unmet need in the companion animal category that we are addressing with the launch of Good Fur. The brand name sums up what Good Fur stands for: high quality products that are good “fur” for your pet and good “fur” for the planet.

Good Fur is available for purchase exclusively on Grove.com’s Good Fur page HERE.

  • Soothing Shampoo – gently cleanses and soothes itchy irritated skin while moisturizing, $ 14.95
  • Soothing conditioner – detangles the coat for a silky, soft coat without irritating the skin, $ 14.95
  • Flea & Tick Shampoo – kills and repels fleas and ticks with organically grown botanical oil, $ 14.95
  • Flea and tick spray – kills and repels fleas and ticks with organically grown botanical oil, $ 8.95
  • Shampoo for puppies without tears – cleanses and moisturizes puppy’s skin and coat, $ 14.95
  • Silicone brush – effective yet gentle in quickly cleaning up dirt, dead skin and loose fur, $ 12.95

The line debuts with eleven SKUs in total, which include the initial pack and refill bottles, ranging from $ 6.95 to $ 14.95. Each product includes How2Recycle instructions, so it’s easy to understand how to recycle properly and ultimately reduce packaging waste. Good Fur joins the portfolio of brands owned by Grove Collaborative which includes a number of other brands the company has created, such as its flagship home care brand Grove Co.; vegan personal care without plastic Peach not Plastic; and the Superbloom skin care brand. For more information on Good Fur, please visit Grove.com’s Good Fur page HERE.

About Grove Collaborative

Launched in 2016 as a Certified B Corp, Grove Collaborative transforms consumer products into a positive force for human and environmental good. Grove creates and curates cutting-edge, high performance products for the planet in household cleaning, personal care, laundry, clean beauty and pet care, serving millions of homes across the world. United States. easy for people to build lasting routines. Every item Grove offers, from the two brands they make – like their flagship Grove Co., the plastic-free vegan personal care line Peach not Plastic, and the skin-care brand Superbloom – and outstanding third-party brands, has been carefully considered. strict standards for clean ingredients, efficacy, sustainability, cruelty-free formulas, and ethical supply chain practices. Grove Collaborative, a public benefit corporation, is on a mission to go beyond plastic and recently entered physical retail for the first time in Target stores nationwide. Grove is the world’s leading plastic-neutral retailer and is committed to being 100% plastic-free by 2025. For more information, visit grove.com.

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KEYWORD: UNITED STATES NORTH AMERICA CALIFORNIA

INDUSTRY KEYWORD: COSMETICS CONSUMER DETAIL OTHER DETAIL ENVIRONMENT SPECIALTY PETS

SOURCE: Grove Collaborative

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PUB: 12/09/2021 9:00 a.m. / DISC: 12/09/2021 9:02 a.m.

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Marie R. McCraw