Grove Collaborative Unveils Limited Edition “5% Collection” to Highlight the Plastic Waste Crisis
Grove Collaborative Holdings, Inc. (NYSE: GROV) (“Grove” or “the Company”), the world’s first plastic-neutral retailer and a leading sustainable consumer products company, has announced the launch of its new Grove Co. Limited Edition “5% Collection.” As Earth Month begins, Grove Co. is introducing this unique, miniature collection—approximately 5% of the size of its regular sustainable essentials. This launch carries a twist: the collection is packaged in virgin plastic, a material Grove has consistently advocated against in its mission to eliminate plastic waste.
A Bold and Unexpected Step
“This collection delivers a number of firsts for Grove Co. — not only is it our first miniature collection, leaning into an existing and growing trend, but it’s also our first collection packaged in virgin plastic,” said Alex Bede, Sustainability Director at Grove Collaborative. “We’re a sustainable brand and are committed to helping our customers move Beyond Plastic™. By shrinking these products to just 5% of the size of normal products and packaging them in virgin plastic, we ensure that our packaging will be recycled—since only 5% of all plastic actually gets recycled.”
Understanding the 5% Collection
The collection aims to shed light on the failures of the plastic recycling system while offering key benefits to consumers, albeit with an ironic twist:
- Ultra-Low Prices: By using virgin plastic, the cheapest and most widely available material, Grove Co. is able to provide consumers with ultra-low prices. However, while the price may be appealing, the environmental trade-offs are significant.
- Guaranteed Recyclability: The product size is so inconveniently small that Grove Co. guarantees the packaging will actually be recycled. However, due to the minuscule quantity per bottle, consumers would need to purchase multiple units just to meet their usual needs.
- Effective Formulas, But Tiny Quantities: The same trusted, bio-based formulas that customers love are included in the collection. However, the small bottle sizes make them impractical for everyday use.
The Collection Breakdown
The 5% Collection features five powerful, bio-based formulas in virgin plastic packaging, offered in Grove Co.’s signature natural-origin scents:
- 5% Hand Soap: Cleans and softens skin with aloe, but at this size, it may only clean one finger at a time. Priced at $0.29 in a 0.65 oz virgin plastic bottle, available in Orange & Rosemary scent.
- 5% Dish Soap: Effective for cleaning tiny dishes but impractical for a full meal’s worth of dishes. Priced at $0.29 in a 0.8 oz virgin plastic bottle, available in Citron & White Rose scent.
- 5% Multipurpose Cleaner: Cleans only 5% of any sealed surface, making a minimal environmental impact. Priced at $0.29 in a 0.8 oz virgin plastic bottle, available in Lemon & Eucalyptus scent.
- 5% Glass Cleaner: Provides a streak-free shine on just 5% of your mirrors or windows. Priced at $0.29 in a 0.8 oz virgin plastic bottle, available in Lavender Blossom & Thyme scent.
- 5% Laundry Detergent: Capable of tackling tough stains, but with only a single small dose per bottle. Priced at $0.59 in a 1.2 oz virgin plastic bottle, available in Sunshower scent.
For more details, visit The 5% Collection Page.
The Truth Behind the 5% Collection – April Fools!
This collection is actually a satirical campaign launched by Grove Co. to call attention to the critical issue of plastic waste. The truth is, Grove Co. would never produce anything in virgin plastic. Plastic waste is one of the biggest crises affecting both environmental and human health, and Grove Co. is dedicated to tackling this issue head-on.
The Reality of Plastic Recycling
The campaign highlights some harsh truths about plastic recycling:
- 27 million tons of plastic packaging end up in U.S. landfills every year.
- Only 5% of plastic actually gets recycled.
- The remaining 95% of plastic waste ends up in landfills, oceans, and the environment, breaking down into harmful microplastics.
- Microplastics have been found in human breast milk, the placenta, blood, and even the brain, posing significant health risks.
- Plastics contain over 10,000 chemicals, many of which are linked to diseases such as cancer and diabetes.
Grove Co. is using humor and irony to drive home the point that relying on a broken recycling system is as ineffective as using tiny, impractical cleaning products.
Beyond Plastic™: A Sustainable Future
The only way to reduce plastic waste is to move beyond plastic altogether. That means choosing alternative materials such as paper, glass, aluminum, tin, and steel, or using reusable, refillable, and compact designs that reduce plastic dependency.
Grove Co. remains committed to helping customers Go Beyond Plastic™ by offering sustainable home care products that eliminate the need for single-use plastic. By choosing Grove Co. products, consumers can take meaningful steps toward a cleaner, healthier planet.
About Grove Co.
Grove Co.™ is an innovative, sustainable home care brand dedicated to helping consumers move beyond plastic. With a focus on ethically sourced, bio-based formulas and thoughtfully designed packaging, Grove Co. creates everyday essentials that make sustainable living easy and accessible.
About Grove
Grove Collaborative Holdings, Inc. (NYSE: GROV) is an online destination for sustainable everyday essentials, offering thousands of eco-friendly products across multiple categories, including cleaning, personal care, wellness, and more. As a certified B Corporation and Public Benefit Corporation, Grove is committed to delivering carbon-neutral orders and supporting plastic waste cleanup initiatives.
To shop sustainable products and learn more about Grove’s mission, visit Grove.com.
