12.10.21
Grove Collaborative has expanded into pet care with a new brand called Good Fur. The new line of cruelty-free pet grooming products offers shampoos, conditioners, accessories and more, bringing its sustainable innovation to consumers’ furry family. All products are free from parabens, sulfates (SLS), triclosan, synthetic dyes and formaldehyde, and instead contain gentle and effective ingredients such as organic oatmeal, jojoba, aloe vera, active botanical oil and 100% natural fragrances.
The benefit-led formulas are made with organic ingredients and address the most common pet grooming concerns, while remaining free of single-use plastic. Good Fur’s products are made with infinitely recyclable aluminum bottles that come with durable, reusable pumps and support the company’s mission to move “Beyond Plastic” and become 100% plastic free by 2025, accordng to the company, which earlier this week announced that it would go public.
“Good Fur was inspired by our team members who struggled to find sustainable pet care products that held up to our Grove standards,” said Stuart Landesberg, co-founder and CEO of Grove Collaborative. “Through these shared experiences it became clear that there was a huge opportunity for a sustainably packaged, efficacious pet grooming brand, with human-grade ingredient standards. As a dog owner myself, I am particularly excited about the Good Fur launch and the impact it will have on continuing to move the consumer products industry beyond plastic.”
“The launch of Good Fur is an important milestone on our journey to create brands that are a positive force for good and support our initiative of becoming plastic-free by 2025,” said Luana Bumachar, VP of owned brands and innovation at Grove Collaborative. “With consumers putting more emphasis on clean ingredients and sustainability than ever before, there was an unmet need within the pet category that we are fulfilling with the launch of Good Fur. The brand name encapsulates what Good Fur stands for: high quality products that are good ‘fur’ your pet and good ‘fur’ the planet.”
Good Fur is available for purchase exclusively at Grove.com’s Good Fur page.
The benefit-led formulas are made with organic ingredients and address the most common pet grooming concerns, while remaining free of single-use plastic. Good Fur’s products are made with infinitely recyclable aluminum bottles that come with durable, reusable pumps and support the company’s mission to move “Beyond Plastic” and become 100% plastic free by 2025, accordng to the company, which earlier this week announced that it would go public.
“Good Fur was inspired by our team members who struggled to find sustainable pet care products that held up to our Grove standards,” said Stuart Landesberg, co-founder and CEO of Grove Collaborative. “Through these shared experiences it became clear that there was a huge opportunity for a sustainably packaged, efficacious pet grooming brand, with human-grade ingredient standards. As a dog owner myself, I am particularly excited about the Good Fur launch and the impact it will have on continuing to move the consumer products industry beyond plastic.”
“The launch of Good Fur is an important milestone on our journey to create brands that are a positive force for good and support our initiative of becoming plastic-free by 2025,” said Luana Bumachar, VP of owned brands and innovation at Grove Collaborative. “With consumers putting more emphasis on clean ingredients and sustainability than ever before, there was an unmet need within the pet category that we are fulfilling with the launch of Good Fur. The brand name encapsulates what Good Fur stands for: high quality products that are good ‘fur’ your pet and good ‘fur’ the planet.”
Good Fur is available for purchase exclusively at Grove.com’s Good Fur page.