Blueland
Company Insights
Blueland, a sustainable consumer products company, was founded in 2019 by Sarah Paiji Yoo and John Mascari. The two saw the need for a solution to the ever-growing problem of single-use plastic waste, especially from cleaning products. Their mission from the onset was to reduce the excessive reliance on single-use plastic and inspire a fundamental shift in the consumption of everyday products. With Blueland, they brought their vision to life by creating a company that reimagines the form of traditional packaged goods.
Blueland’s product offering revolves around the ingenious concept of reusable bottles and dissolvable cleaning tablets. The initial product offering consisted of three different kits: The Clean Up Kit, The Everyday Clean, and The Clean Suite. Each of these kits included a forever bottle and a variety of cleaning tablets, each designed for different cleaning needs, such as multi-surface, glass and mirror, and bathroom-specific cleaning.
The kits evolved to include laundry detergent tablets, dishwasher tablets, hand soap, and powder dish soap, each with the same concept of reusable containers and refill tablets. The eco-friendly tablets are activated by adding water to the containers, eliminating the need for single-use plastic bottles. Moreover, Blueland’s products are carefully formulated without any volatile organic compounds (VOCs), ensuring safety for both consumers and the environment.
Funding Rounds
Regarding funding, Blueland raised a seed round of $3 million in April 2019 from investors such as Comcast Ventures and Global Founders Capital. Subsequently, in July 2020, it raised a Series A round of $8.5 million, which included investment from Comcast Ventures, Kevin Hart’s investment vehicle, HartBeat Ventures, and celebrity environmental activist, Mark Ruffalo. The funds were primarily used to increase product development and accelerate the company’s mission of reducing the usage of single-use plastic.
Partnership
On the partnership front, Blueland teamed up with Reformation in 2021, a Los Angeles-based sustainable fashion brand. The two companies launched a collaborative cleaning set featuring Reformation’s signature prints on Blueland’s reusable acrylic spray bottles. The aim was to highlight the importance of sustainability in all aspects of consumer life – not just clothing but also household products.
Blueland has also partnered with Hulu in 2021 to promote eco-friendly living as part of Hulu’s “Climate is Personal” campaign. In this partnership, Blueland offered discounts on its cleaning products to Hulu subscribers, with the aim of promoting the usage of sustainable cleaning products.
Awards and Recognitions
As for recognition and awards, Blueland was featured on the television show “Shark Tank” in 2019, where it received a $270,000 investment from Kevin O’Leary. This not only boosted the company’s recognition but also validated its innovative and eco-friendly business model. In addition, Fast Company recognized Blueland as one of the World’s Most Innovative Companies in 2020, particularly praising its approach to reducing single-use plastic waste.
Furthermore, the company’s Foaming Hand Soap was awarded the “Best Sustainable Cleaning Product” in the 2020 Glamour Beauty Awards. In the same year, TIME recognized Blueland’s The Clean Suite in their Best Inventions of 2020 list, citing the company’s unique approach to cleaning products as a solution to the plastic waste crisis.
Product Innovation
Blueland is known for its innovative approach to sustainability, especially in its product development. The company’s innovative product offerings were designed around the concept of reducing single-use plastic waste. Here are some key points on Blueland’s product innovation:
Reusable Bottles and Refill Tablets: Blueland’s cornerstone innovation is its system of reusable bottles and refill tablets. The idea is simple but transformative – instead of buying new plastic bottles filled with cleaning fluid, customers buy a durable, reusable bottle and a series of dissolvable tablets. When mixed with water, these tablets create a full bottle of cleaning solution. This substantially reduces plastic waste and also decreases the carbon footprint associated with transporting the largely water-based cleaning solutions found in traditional products.
Product Line Expansion: While Blueland started with a focus on cleaning solutions for the home, the company has since expanded its product line. In addition to its original offerings of multi-surface, glass and mirror, and bathroom cleaners, Blueland introduced foaming hand soap, laundry detergent, dishwasher detergent, and powder dish soap, all based on the same concept of reusable containers and refill tablets.
Clean Ingredients: Blueland is committed to making its products without any Volatile Organic Compounds (VOCs), which are harmful to both humans and the environment. Its products are also cruelty-free, another aspect of their commitment to ethical and sustainable practices.
Form and Function: The company not only focuses on the environmental impact and effectiveness of its products, but also on their aesthetic appeal. The reusable containers are designed to be stylish and fit seamlessly into a modern home, making them an appealing alternative to conventional, disposable products.
Blueland’s innovative approach is a part of a broader shift in the consumer goods industry towards sustainability. By rethinking traditional product design and packaging, the company is setting new standards for what consumers can expect from their household products.
Commitment to Clean Ingredients and Eco-friendly Practices
Blueland has consistently committed to using clean ingredients in its product formulations. Here are some key aspects of Blueland’s approach to clean ingredients:
No VOCs: One of Blueland’s primary commitments is to avoid using Volatile Organic Compounds (VOCs) in its products. VOCs are compounds that can easily become vapors or gases and can have negative health and environmental impacts. By excluding these compounds from its products, Blueland is ensuring that its cleaning products are safe for both people and the environment.
Tablet Ingredients: Blueland provides a full list of ingredients for each of its tablet formulations on its website, with explanations for what each ingredient does. Ingredients are carefully chosen to be effective, safe, and minimal in their environmental impact. For example, the Multi-Surface Cleaner tablet includes citric acid (a natural ingredient often used in food products) for pH adjustment and a biodegradable surfactant derived from coconut oil for cleaning and foaming.
Leaping Bunny Certification: Blueland has achieved Leaping Bunny certification, meaning that its products are 100% cruelty-free and not tested on animals. This certification is a significant mark of commitment to ethical product development in the consumer goods industry.
Non-Toxic: The company maintains a commitment to creating non-toxic cleaning products. Blueland’s products are designed to be safe for use around people, including children and pets.
No Single-Use Plastic Packaging: While not an ingredient per se, this commitment is integral to Blueland’s clean approach. By using reusable packaging and providing refills in tablet form, Blueland helps to reduce the environmental impact often associated with traditional cleaning product packaging.
Blueland continues to challenge traditional consumption models and inspire consumers to make more sustainable choices in their everyday lives. The company’s growth and recognitions underscore the increasing global demand for sustainable, innovative, and effective consumer products. While the fight against single-use plastic is far from over, Blueland’s innovative approach serves as a beacon of what the future of sustainable consumer goods could look like.
Leadership & Teams
Headquarters: 104 W 27th St Fl 7, New York, New York, 10001, USA
Phone: 562-428-0411
Number of employees: 50
Website: www.blueland.com