Launched in 2016, Grove Collaborative is a digitally native brand with an owned direct-to-consumer ecommerce platform for natural home and personal care products. With a mission to help every family create a healthy, beautiful home, Grove offers a flexible recurring shipment model and gives each customer a personal shopper, a "Grove Guide." Grove's ecommerce platform makes natural products approachable to many families; half of Grove's customers are trying natural for the first time. Every product Grove offers, both from their flagship Grove Collaborative brand and from exceptional third party brands, has been thoroughly vetted for health, sustainability and efficacy. Grove is a Certified B Corporation, a company that prioritizes social, environmental, and community wellbeing as well as profit.