Blueland: An innovation-led Solution Addressing Global Climate Challenges

Blueland: An innovation-led Solution Addressing Global Climate Challenges
Case Code: LDEN212
Case Length: 16 Pages
Period: 2009-2022
Pub Date: 2024
Teaching Note: Available
Price: Rs.500
Organization : Blueland
Industry :FMCG
Countries : United States
Themes: Entrepreneurship, Corporate Responsibility, Sustainability,Environmental Sustainability
Blueland: An innovation-led Solution Addressing Global Climate Challenges
Abstract Case Intro 1 Case Intro 2 Excerpts


…Comes to Fruition

In 2018, Yoo reached out on LinkedIn to Syed Naqvi (Naqvi), who was involved in product development in Method Products PBC . He was involved in making products that were environmentally friendly and also efficacious..

Blueland – A Company Formed

Blueland was launched on April 22, 2019, as a DTC company with Yoo as CEO and Mascari as COO. Naqvi was Head of Products. Yoo was responsible for marketing, PR, and the big picture strategy; Mascari kept the day-to-day operations running. Blueland’s mission was to eliminate single use plastic packaging starting with personal care and cleaning products..

Products Launched

The first product Blueland launched was the starter kit called Clean Essentials that was priced at US$ 29. The kit contained 3 reusable 20 oz bottles under the company’s ‘Forever’ brand. Three bottles – pink..

The Next Step

On September 29, 2019, Yoo and Naqvi took part in television program Shark Tank, where entrepreneurs pitched..

Building a Product Line

Just a few months after the launch of Blueland, the world was in the grip of Covid-19 and cleaning supplies were among the most sold products..

More Products

Blueland continued to launch new products at regular intervals. In June 2020, it launched the handwash..

The Impact

Between 2019 and 2022, Blueland sold more than 10 million products to 1 million customers. In 2021, Blueland..

Looking Ahead

In February 2022, Blueland raised US$ 20 million from Prelude Growth Partners . After this round, the..


Exhibit I: The Plastic Waste
Exhibit II: Blueland’s Products
Exhibit III: Blueland – Climate Neutral Certification
Exhibit IV: Blueland – Cradle to Cradle Certification
Exhibit V: Blueland – Competitor Profile
Exhibit VI: The US Beauty and Personal Care Industry

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