Grove Collaborative launches deodorant, body care refill system

Dive Brief:

In a move to eliminate plastic from consumers' self-care routines, Grove Collaborative is expanding its personal care line, Peach, with the "first-ever 100% plastic-free" deodorant and body care refill system.
The starter pack for the refill system comes with either a deodorant, body lotion or balm stick and a reusable aluminum case, according to a press release emailed to Retail Dive. Each starter pack for the deodorant and lotion set retails at $19.95, with refills starting at $11.95.
The announcement came after Grove celebrated Beyond Plastic's first anniversary, an initiative to help the company reach its goal of becoming 100% plastic-free by 2025, per the release.

Dive Insight:

Brands, increasingly pressured by both consumers and investors to respond to the climate crisis, are coming up with a solution to make sustainable living easier to achieve.

Late last year, when Grove closed a $125 million funding round, the company said it intended to use the funds to expand into the clean beauty space, and develop low-waste packaging and products.

"Plastic is everywhere," Stuart Landesberg, co-founder and CEO of Grove Collaborative, said in a statement. "In order to solve that problem, we have to create better products for consumers one category at a time."

Since Peach's launch in 2020, its lineup of shampoos and conditioners, hand and body wash, and facial cleansers in bar format have allowed customers to prevent 54,000 pounds of plastic from reaching landfills, Grove said in the press release.

The deodorant industry is projected to grow to $4.2 billion by 2024, according to Mintel data cited in the release, and it is an industry that has typically used single-use plastic in the past.

Climate-positive initiatives might soon be considered a financial advantage. Recent data from Kearney found that 77% of investors intend to consider climate change when making investment decisions over the next three years.

At Target stores, where some of Grove Collaborative's cleaning products are available for purchase, Love Beauty and Planet released refillable hair care late last month.