Road to Challenger Brands: Grove Collaborative Aims to Make Its Customers Into Advocates

The home products delivery service plans to do more good, not just less bad

When people hear the words “organic” and “sustainable” applied to items such as cleaning supplies and personal care products, there’s a tendency to assume that also means they’re both expensive and inferior in quality. Grove Collaborative, a company that delivers a range of natural household goods to customers’ doors, is working to change this perception.