By  on October 8, 2019

E-commerce platform Grove Collaborative, which sells natural cleaning supplies and home products, has launched a clean beauty concept called Roven.

Roven, which went live today, is both a web site attached to Grove Collaborative’s main site and a flagship on Abbot Kinney in Los Angeles, marking Grove’s foray into brick-and-mortar. At launch, Roven carries 30 brands across the skin-care, makeup and fragrance categories, including Pai, Osea, Juice Beauty, Josh Rosebrook, Kari Gran, Tata Harper, RMS Beauty and Ursa Major. While most of the brands fall into the prestige category in terms of pricing, some, including Burt’s Bees, Weleda and Acure, are more mass.

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