“I'm proud to see our approach catch the eye of a mission-aligned industry leader like Grove,” says Dr. Emilia Javorsky, Sundaily's co-founder and Chief Scientific Officer, in her remarks to the press about the recent deal.
“Science,” she emphasizes, “is at the heart of Sundaily's mission. We're committed to active ingredients with published, peer-reviewed, human data for skin health and beauty and are excited to continue and extend our mission from within the Grove family.”
Javorsky and Sundaily Co-Founder and CEO Chris Tolles will remain with the brand but in purely advisory roles, “helping oversee integration and ongoing product development,” according to the press release. And Sundaily operations will relocate from Cambridge, Massachusetts, to join the Grove Collaborative team in San Francisco, California.
Delivering wellness to consumer doorsteps
Javorsky and Tolles launched Sundaily in 2018 “with the simple idea that effective botanical ingredients in a delicious gummy format mean our customers would see real results,” explains Tolles.
“From the start,” he says, “our mission has been to improve customers' skin health by doing things differently. Grove shares our values, and we're excited by how this partnership will accelerate the positive impact we can have.”
And Stuart Landesberg, CEO of Grove Collaborative, explains the online retailer’s decision to acquire the beauty-from-within brand, saying “At Grove, our long-term vision is that consumer products will become a positive force for human and environmental health. Sundaily helps us fulfill our vision by bringing effective, innovative, better-for-you products to our growing customer base who, category by category, are on the journey of trading conventional products for natural.”
The Grove business model is a product subscription service delivering sustainable personal care and home products in the form of a care package.
One brand, two products
The Sundaily product portfolio is lean. For now, there are just SKUs in the collection: The Base Layer, which promises to protect skin; and The Back Up, which promises to repair skin.
According to the ecommerce product page on the Grove.co, The Base Layer is formulated with: “polypodium leucotomos extract, vitamin D3, organic brown rice syrup, organic evaporated cane juice, water, natural orange and bergamot flavor with other natural flavors, organic orange juice concentrate, fruit pectin, citric acid, sunflower oil, carnauba leaf wax.”
And The Bask up is comprised of: “Natural astaxanthin, organic brown rice syrup, organic evaporated cane juice, water, fruit pectin, organic blackberry and hibiscus flavor with other natural flavors, organic orange juice concentrate, citric acid, vegetable oil (from coconut and canola), carnauba leaf wax, d-alpha tocopherol, mixed tocopherols.”
Deanna Utroske has been watching the wellness and beauty-from-within movements emerge for years now and knows that supplement makers like Sundaily are integral to the categories' growth. By covering news of beauty supplements and so much more, Deanna has become a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement.
As Editor of CosmeticsDesign.com, she writes daily news about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.