Drew Barrymore has joined Grove Collaborative as an investor and its first-ever Global Brand and Sustainability Advocate. (Last year, Barrymore partnered with Garnier.)

Grove Collaborative is a sustainable consumer products company and Certified B Corp fueled by a mission to transform the consumer products industry into a force for human and environmental good.

Grove has been leading zero plastic waste product innovation with its personal care brand  Peach Not Plastic, named Most Innovative by Fast Company, and its household cleaning brand Grove Co.—showing it is possible for the industry to innovate away from plastic.

Barrymore will help shed light on the severity of the plastic crisis and the urgent need for individuals and corporations to take immediate collective action to create a more sustainable future.

“I’ve spent years looking for easy, real solutions for a more earth-friendly lifestyle at home for my family and the world around me,” said Barrymore. “I have been a fan of Grove products since I discovered their starter kit and am inspired by their goal of being 100% plastic free by 2025.”

Barrymore added, “I’m thrilled to join the Grove team so that we can make it easier for everyone to make the important switch to more sustainable products and fight the plastic crisis our world is facing.”

Stu Landesberg, CEO and co-founder of Grove Collaborative, says, “Drew is such a positive and authentic person, and she is an incredible example of someone who strives to affect change by inspiring and educating others. We are thrilled to welcome Drew to the team to work together towards a common goal of creating a more sustainable plastic-free future.”

The partnership launches with Grove’s first multi-channel brand campaign, “Wish-cycling,” which features Barrymore and sets out to debunk the myth that plastic recycling is the solution to the plastic crisis.

Grove Says ‘Wish-cycling’ is a Harmful Assumption

Wish-cycling, or putting something in the recycling bin wishing and hoping it gets recycled is a harmful assumption that often leads companies and individuals to justify creating and consuming even more single-use plastic products.

In reality, only 9% of the plastic we consume ever gets recycled – no matter how much we put in the recycling bin.

Grove and Barrymore are on a mission to educate and inspire collective action with the goal of eliminating plastic from our daily lives for good and for the good of our planet.

Barrymore To Advocate for the Plastic Working Group

Barrymore will work closely with Grove’s product development team on Grove Collaborative’s flagship home care brand, Grove Co., to bring her unique and delightful perspective to future product innovation and help move the brand closer to its plastic-free goal.

She will also join Grove’s advocacy work to lead the industry at large out of its reliance on plastic packaging.

In 2020, Grove created its Plastic Working Group for third-party brands to collaborate and work together to solve the plastic problem.

The group is composed of over 85 brands such as Seventh Generation, Method, Mrs. Meyer’s and others who are working together to catalyze the home and personal care industry through collaboration, information exchange and sharing best practices.

Grove Collaborative recently became a public benefit corporation and over the last 2 years, Grove customers have avoided over 4.25 million pounds of plastic from ever being produced, by choosing Grove Collaborative’s owned brands, Grove Co. and Peach products. This savings is equivalent to the weight of 209 million plastic bottles.