Grove Collaborative parnetrs with Novi

Grove Collaborative (GROV) announced it has partnered with Novi, the infrastructure layer for verified product claims, to bring additional third-party claim validation to the forefront of its e-commerce experience. The partnership aims to expand Grove’s leadership on ingredient guidance as well as the Company’s No Way Ingredients list – a commitment to keeping harsh chemicals out of the essentials you use every day. With growing customer awareness around human and environmental health, Grove is taking proactive steps to protect its customers, partners, and brand reputation through even more transparency. By partnering with Novi, Grove can eliminate time-consuming manual review processes and scale more enhanced claim verification across all categories, including household cleaning, personal care, health and wellness, laundry, beauty, kitchen, pantry, kids, baby, and pet care products . Novi’s platform will be deployed across Grove’s entire own-brand and third-party assortment, ensuring all products meet Grove’s high standards, and enabling claim validation for terms like “Made in USA,” “plastic-free,” and “cruelty-free” across categories as well as claims like “third-party tested” for wellness products.