Grove Collaborative Holdings, Inc. announced a partnership with Novi, an infrastructure layer for verified product claims, to integrate additional third-party claim validation into its e-commerce experience. This collaboration aims to expand Grove's leadership in ingredient guidance and its 'No Way Ingredients' list.
Novi's platform will be deployed across Grove's entire own-brand and third-party assortment, enabling claim validation for terms such as 'Made in USA,' 'plastic-free,' and 'cruelty-free.' This will eliminate time-consuming manual review processes and scale enhanced claim verification across all product categories.
The partnership reinforces Grove's authority as a platform built on trust, allowing customers to confidently shop for products that meet high standards for effectiveness, health, and sustainability. This move positions Grove at the forefront of a shift towards more transparent, AI-powered shopping experiences.
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