What is Grove?
Complete your Grove Standard and Above & Beyond submissions with Novi.
Grove, in partnership with Novi, has built a new sustainability and product integrity program to ensure that every product meets our rigorous ingredient and certification standards for both human and environmental safety. This program serves as the central place for brands to validate, attest, and provide proof of certifications across Human and Planet Health, Consumer Preferences, Circularity, Climate Impact, and Responsible & Ethical Sourcing. Beyond compliance, this process ensures that what we and our brand partners say is provable, verifiable, and true—helping customers feel even more confident in Grove and the brands we carry as well as giving Grove more license to market more aggressively around personal health.
Why should brands participate?
Verified visibility
Unlock the benefits of increased visibility, inclusion in special merchandising opportunities, and eligibility for promotional campaigns with Grove.
Simple certification
Manage all attestations and certifications in one centralized system through Novi—saving time, reducing redundancies, and helping brands stay on top of evolving legal compliance requirements.
Trust and transparency
Verified proof builds consumer confidence while our standards and data help guide brands on product innovation.
Novi makes it simple to qualify for Grove Standard and Above and Beyond.
BOOK A DEMOGrove Standard requirements:
Human & planet health
Safer, non-harmful ingredients; includes Grove’s “No Way” ingredient list; third-party testing; fragrance disclosure.
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Sustainable packaging
Refillable, recyclable, or compostable packaging; elimination of virgin plastics and harmful additives in plastics.
Above and Beyond requirements:
Consumer preferences
Vegan, cruelty-free, ownership (BIPOC, women, LGBTQ+, veteran-led); giveback/charitable; gluten-free; Made in USA, etc.
Responsible & ethical sourcing
Traceability, fair trade, and worker protections; deforestation-free supply chains.
Circularity
Closed-loop systems, take-back programs, reusable formats.
Climate impact
Emissions reduction commitments; verified LCAs, carbon-neutral shipping.
Human & planet health
Safer, non-harmful ingredients; includes Grove’s “No Way” ingredient list; third-party testing; fragrance disclosure.
Sustainable packaging
Refillable, recyclable, or compostable packaging; elimination of virgin plastics and harmful additives in plastics.
How submission works
To certify under Planet Aware at Sephora, brands must meet Sephora’s criteria for one or more of the four program pillars. While the requirements vary by category, Novi simplifies every step of the journey. Here's how it works:
01
Create a Novi account
Create a Novi account and log in to your brand portal.
02
Upload SKU data
Upload all products you wish to submit to the program.
03
Attest to
The Grove Standard requirements; optionally, the Above & Beyond requirements if eligible.
04
Adjust
Any non-compliant SKUs where Novi flags gaps.
05
Submit
Products for acceptance and badging.
Novi is Sephora’s tech partner for Planet Aware certification. Upload once to spot gaps, swap in approved materials, and send everything Sephora needs to get products shelf-ready fast.
Novi helps you unlock in-store promotion, digital exposure, and shelf presence at Sephora.
