Blueland, the fast-growing direct-to-consumer brand that pioneered the refillable cleaning category to eliminate single-use plastic, raises $20 million in growth investment.
WHO: Launched in 2019 by co-founders Sarah Paiji Yoo and John Mascari, Blueland was the first to bring the unprecedented tablet form factor to market across a range of cleaning products that promise no single-use plastic, ever. The company launched 15 products in its first two years of business and develops all of its products in-house, resulting in over 40 patents and patents pending with worldwide protection. As a Certified B Corporation and Climate Neutral Certified, the company is recognized for meeting the highest standards of social and environmental performance, transparency, and accountability.
WHY: The latest round will accelerate Blueland's direct-to-consumer and retail growth and fuel continued innovation, and expansion plans into new cleaning and personal care category launches are already in place, with new offerings scheduled to debut in 2022.
IN THEIR OWN WORDS: “When we started Blueland, we set out to change both consumer behavior and industry practices around plastic consumption and production," said Sarah Paiji Yoo, co-founder and CEO of Blueland, "We've seen tremendous positive reception as the first and leading brand to use no single-use plastic across all our cleaning products, and we are excited to expand into additional categories and channels and reach more consumers to maximize our impact on the planet."
“Blueland's high-performance products combined with its mission to eliminate single use plastic have resulted in incredible consumer love in the cleaning category. The brand is one of the fastest growing in its space, with exceptional demand and extremely strong loyalty," said Alicia Sontag, co-founder and Managing Partner at Prelude Growth Partners, "We are thrilled to be partnering with Sarah and John as they continue to build Blueland into an iconic powerhouse brand.”
“At Blueland, we're focused on bold innovation that makes sustainable products for planet and people. No shortcuts, no greenwashing," says Blueland co-founder and COO John Mascari, "Our goal is to make switching to Blueland such an obvious, no-compromises, feel-good choice that in just a few years from now most households in America (and eventually the world) will look back and think, 'Remember when we used to ship all that water and plastic around? That made no sense!'”
TRIBE DYNAMICS EMV: Blueland’s $2.7MM EMV Q1 haul represented an impressive 86%QoQ increase. Although its community expanded by just 13% QoQ, and its content volume actually dropped by 8%, Blueland’s creators increased their potency by 65%, more than making up the difference.The eco-friendly cleaning brand was buoyed by a robust affiliate link program, with many creators touting personalized codes for 20% off purchases, or leading giveaway contests for gift cards. Affiliate content powered a collective $1.6MM EMV, or 58% of Blueland’s quarterly total. An even greater proportion of the brand’s EMV—92% in all—stemmed from creators who hadn’t mentioned Blueland in Q4, with this incoming cohort contributing $2.5MM. The brand’s top 20 EMV drivers were all members of this group, with powerhouse creatorDaniella Monet (@daniellamonet on Instagram) claiming the No. 1spot with $199.2K EMV via 12 posts.
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