Dive Brief:

• Sustainable household cleaning products brand Blueland on Monday announced it would expand into Canada.

• The DTC brand said it will offer its full assortment in Canada, including its multi-surface cleaner, foaming hand soap and laundry tablets, which can be purchased a la carte or as a kit, according to a press release.

• Blueland said it will release new product innovations for the remainder of the year and, in 2022, will expand into new categories.

Dive Insight:

Blueland launched in 2019 with the goal of eliminating single-use plastics, like the ones used in many household cleaning products.

The company says it has diverted nearly 2 billion single-use plastic bottles from entering oceans and landfills through its reusable bottle system. Now, by entering a new market, the brand can expand further on its goal of eliminating plastic waste.

"This has been one of the top markets requested by our customers and we are excited to make Blueland available to more people," Sarah Paiji Yoo, co-founder and CEO of Blueland, said in a statement. "This is a huge milestone for our brand. When we first launched, our goal was to reduce single-use plastic consumption, and our international expansion will allow us to reach more people and have a larger impact on the planet."

The company garnered attention — and an investment — from Canadian businessman Kevin O'Leary in 2019 after appearing on "Shark Tank." Blueland has also formed partnerships with Reformation, another company that puts sustainability at the center of its business, and data journalist Mona Chalabi for limited-edition collections.

Shopping with brands that prioritize sustainability and social justice, among other things, has become increasingly important to consumers, especially for those in younger generations.

Natural products retailer Grove Collaborative, which sells both its own products as well as those from outside brands, late last year announced it raised $125 million to expand into new categories and launch new brands. It also entered physical retail for the first time in April through a partnership with Target, and last month launched a new plastic-free refill system for deodorant and body care.