Dive Brief:
- DTC cleaning brand Blueland officially stepped into personal care last week, with the launch of its powder-to-gel refillable body wash.
- The announcement follows news in February that the company raised $20 million to help it expand its presence in home cleaning and launch into new product categories.
- The body wash comes in three scents and takes an hour to become a gel after being combined with water within the refillable “Forever Bottle,” keeping in line with the company's mission to reduce single-use plastic.
Dive Insight:
Blueland has been in a growth mindset the past year, as the company has raised a total of $35 million in capital as of February and expanded into in-store retail through a partnership with The Container Store. Deciding to move into personal care isn’t necessarily a surprise, with the industry’s revenue expected to amount to nearly $88 billion in 2022.
The DTC company launched in 2019 to provide more sustainable alternatives to cleaning products using single-use plastic. It reports having diverted over 1 billion single-use plastic bottles from landfills and oceans.
The company says a reason for creating the powder-to-gel body wash, instead of being a liquid from the onset, is to avoid the heavy shipping weights that have larger carbon emissions, according to a company blog post.
When announcing its latest funding, the company also indicated it would be expanding its retail presence. Digital-first brands like Blueland are pushing to offer brick-and-mortar shopping options for customers, such as Savage X Fenty most recently announcing plans to open six new stores. With Blueland’s newest product launch, they also offered an in-person opportunity in New York City last week for customers to swap their old or current body wash bottles for the brand’s body wash.
