Certified B Corp Grove Collaborative today is unveiling Grove Beauty, and will simultaneously transition clean beauty products from Roven to this new category on its native site. 
 
The move comes just about a year after the launch of Roven Beauty as an independent platform. San Francisco-based Grove has a two-prong plan with this rebranding—forge a more direct connection to Grove’s existing customer base and offer a curated selection of carefully vetted products at accessible price points, according to CMO Lilian Tomovich, who joined the company in August.
 
Prior to her current role at Grove, Tomovich was the chief experience and marketing officer of MGM Resorts International, the $13 billion global hospitality and entertainment company. At MGM Resorts, she oversaw the repositioning of the brand to an entertainment powerhouse and experience brand and led the launch of MGM Digital Ventures. In addition, Tomovich has also served as SVP of consumer marketing for MasterCard in New York where she led the iconic “Priceless” campaign.  
 
Tomovich talked to Happi about the Grove Beauty rebrand and what's ahead for the company.
 
HAPPI: In a nutshell, what will customers see today that’s different than before? 
Tomovich: The entire site has been revamped to provide a more seamless and joyful shopping experience for our customers. You’ll notice new product and people photography, a vibrant visual strategy bringing the joy of color to the forefront, and inclusive mantras that focus on our clean beauty offerings. We are also bringing our Beyond Plastic commitment to Grove Beauty so that by 2025 every product we sell or create will be 100% plastic free. This is a first for the beauty industry and we look forward to continuing to progress our commitment with this launch. 
 
HAPPI: What is the company’s main goal in this shift—and is this the start of a new era for Grove Beauty? How so?
Tomovich: We did some user research after Roven launched and uncovered that customers were having a hard time connecting the relationship between Roven and Grove Collaborative. With Grove Beauty, we want to build on the existing brand trust we have with our Grove customer base and make shopping clean beauty at Grove accessible and straightforward. The clean beauty and personal care category at Grove has seen 301% YoY growth and with the shift to Grove Beauty, we aim to continue to build upon this success and provide our customers with clean, powerful products they can feel good about.
 

HAPPI: Clean beauty is a fluid term, depending on whom you speak with. How does Grove Beauty define it?
Tomovich:  We define clean beauty as makeup, haircare and skincare that is free from harmful chemicals and made exclusively from ingredients that are safe for your body and the earth’s ecosystems. We are always transparent about what ingredients are within our offerings and have a full list of our “no way” ingredients available on our site. 
 
HAPPI: What did you see that was lacking/missing in the space that Grove Beauty could fill?
Tomovich: We’ve learned from our customers that they care as much about what products they put on their bodies as they do about what they use in their homes. At Grove, we believe everyone should be able to discover the best of clean beauty with ease and joy and wanted to provide a shopping experience that is accessible for all. To us, ease means straightforward ingredient explanations, clear product standards, personalized quizzes based on skin type, and access to knowledgeable Grove Guides – everything you will find with Grove Beauty. We also want our customers to feel joy. Choosing beauty products can come with stress, confusion and frustration, and we believe clean beauty should be fun, uplifting and joyful. Lastly, we are beginning the transition to ensure all products on Grove Beauty are $40 or under in order to make clean beauty more attainable for everyone.
 
HAPPI: What other brands will consumers have access to after the relaunch?
Tomovich: Grove Beauty will begin to introduce a variety of different products and new brands in the coming months – stay tuned!
 
HAPPI: Is Grove still committed to home care?
Tomovich:  Absolutely! Grove continues to be the leader in the sustainable home care category. Our mission is, and always has been, to make natural products more accessible and available so that everyone has the opportunity to buy products that are good for them and their families, and good for the planet. We have several exciting innovations coming in 2021 that we can’t wait to share with you. More to come soon!

HAPPI: What’s Grove’s plan for 2021?
Tomovich: We have an incredible year ahead of us that we look forward to sharing with you in the coming months. Grove has several product and brand launches slated for 2021, including continuing to expand its personal care and beauty offerings as well as a number of high profile partnerships and exciting brand campaigns.
 
Over the past few years, Grove Collaborative has launched its own brands in both home and personal care products. In June, the company acquired ingestible skin care maker Sundaily. Grove has also rolled out Peach, a brand of bar-based personal care products spanning body, face and hair care. 
 
In September, Grove Collaborative was honored by the EPA for its achievement in safety, transparency and green chemistry for its Safer Choice-certified products within its home cleaning offering.