Grove Collaborative is one of the most ambitious experiments in mission-driven consumer commerce of the past decade. Founded in 2012, it started as a subscription delivery service for eco-friendly cleaning products and grew into a publicly traded company with a $1.5 billion peak valuation.

Along the way, it became the world's first plastic-neutral retailer, earned B Corp certification, and pioneered transparency tools no other retailer in the category had attempted.

Then it nearly fell apart.

From 2022 onward, Grove faced declining revenue, a delisting threat, an executive overhaul, and the painful acknowledgment that its flagship environmental commitment, 100% plastic free by 2025 — would not be met.

The company has spent the past two years rebuilding: operationally, financially, and strategically.

This case study covers the full arc.

The founding thesis, the growth decisions that worked, the ones that didn't, the financial turbulence after going public, and how Grove is attempting to rebuild as a leaner, more durable business without walking away from its core mission.

Full Case Study

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