Grove Collaborative Taps Novi to Power Verified Product Claims Across Its Full Marketplace

Partnership signals industry shift as retailers demand verified, cross-category product data

SAN FRANCISCO, Aug. 11, 2025 /PRNewswire/ -- Grove Collaborative (NYSE: GROV), the one-stop online destination for everyday essentials that create a healthier home and planet, today 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 — to set an even higher standard for the industry.

Today's consumer is navigating a fragmented landscape of choices, with limited transparency and growing concerns around ingredient safety, product standards, and environmental impact. 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 . This step reinforces Grove's existing authority as a platform built on trust where customers can confidently shop for their families without compromising on effectiveness, health, or sustainability.

"Our mission at Grove is to solve a problem that millions of conscientious consumers face every day: how can I make the best choices for me, my family, and the planet," said Jenn Pann, VP of Merchandising & E-Commerce. "By partnering with Novi, we can make the journey easier by having values baked directly into our customer experience, allowing customers to better find the brands and products that meet their high standards as well as our own. We aim to continue raising the bar for the industry by integrating verified, machine-readable claims from a trusted third party across all of our product categories."

"What sets Grove apart is the high standards for curation that we have for our marketplace across ingredients, packaging, and efficacy, which relies on the science and verified claims for each product that we sell," said Ryan Zimmerman, Director of Communications & Partnerships at Grove Collaborative. "The new industry standard is to work with a credentialed third party that can monitor claims, track research and breakthroughs, and monitor the news so, if something changes with an ingredient, a brand, or a product, we can act swiftly to protect our customers' safety. We're excited to work with Novi so that we have a reliable partner to audit all claims, allowing us to speak with authority in our communications with customers."

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.

"This partnership with Grove Collaborative signals a pivotal moment where retailers are recognizing that trust has become the most powerful currency," said Kimberly Shenk, Co-founder and CEO of Novi. "By prioritizing comprehensive, third-party verification, Grove is not only meeting escalating consumer demand but also setting a new industry standard for how transparency fuels business performance."

The partnership comes at a pivotal moment when leading retailers are rearchitecting product data, not just for compliance or sustainability, but to fuel the next era of trustworthy, AI-powered shopping. As consumers increasingly rely on AI to filter and recommend products they can trust in, the underlying data infrastructure becomes the new retail shelf. By standardizing on third-party verification, Grove is positioning itself at the forefront of this shift, building not just for today's conscious shopper, but for tomorrow's intelligent one.

About Grove Collaborative
Grove Collaborative Holdings, Inc. (NYSE: GROV) is the one-stop online destination for everyday essentials that create a healthier home and planet. Explore thousands of thoughtfully vetted products for every room and everyone in your home, including household cleaning, personal care, health and wellness, laundry, clean beauty, kitchen, pantry, kids, baby, pet care, and beyond. Everything Grove sells meets a higher standard — from health to sustainability and performance — so you get a great value without compromising your values. As a B Corp and Public Benefit Corporation, Grove goes beyond selling products: every order is carbon neutral, supports plastic waste cleanup initiatives, and lets you see and track the positive impact of your choices. Shopping with purpose starts at Grove.com.

About Novi
Novi is the infrastructure layer for verified product claims, used by leading retailers and brands to power transparency, trust, and AI-driven product search at scale. Novi already powers verified claims for major retailers including Target, Sephora, and Ulta, and has raised over 50 million dollars from Greylock and other leading venture firms to build the category's trusted infrastructure. Novi transforms complex, unstructured supply chain data into verified, machine-readable outputs that support compliance, discovery, and consumer confidence.

Media Contacts
Novi PR Contact
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Grove PR Contact
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SOURCE Novi