Grove Collaborative planned to be plastic-free by 2025. Now, it’s sharing why that won’t happen (Exclusive)

The sustainable e-commerce company has long been vocal about its goal to be 100% plastic-free—but getting there is harder than it initially expected.

In 2020, e-commerce company Grove Collaborative announced an ambitious sustainability goal: it would be 100% plastic-free by 2025. The online marketplace both curates and creates eco-friendly home products, from soap concentrates to shampoo bars to reusable sandwich bags.