BLK GRN is a natural, plant-based cleaning product company founded in 2018 by entrepreneurs Rashida Jones and Shoniqua Martin. The company was started with the goal of providing effective and eco-friendly cleaning solutions made from natural ingredients. BLK GRN’s products are free of harsh chemicals and synthetics, making them a healthier choice for homes and the environment. The founders were inspired to create natural cleaning alternatives after learning about the toxic chemicals used in many conventional cleaners. Let’s take a closer look at who the founders are and how they started this purpose-driven company.
Rashida Jones, Co-Founder and Creative Director
Rashida Jones is an actress, writer, producer and activist. She is best known for starring in TV shows like Parks and Recreation and Angie Tribeca. Jones has also appeared in numerous films like The Social Network, I Love You Man, and Celeste and Jesse Forever. While pursuing her acting career, Jones became passionate about health and wellness. She learned about the dangerous toxins found in everyday home and personal care products. Shocked by the lack of transparency and harmful ingredients used, Jones became determined to create better options.
In 2018, Jones teamed up with entrepreneur Shoniqua Martin to launch BLK GRN. As Creative Director, Jones oversees product development, branding, and marketing. Her knowledge and background in the entertainment industry has helped spread awareness of the brand’s mission. Jones has said that while acting will always be her first love, she finds BLK GRN incredibly fulfilling as it allows her to make a tangible impact. She remains committed to growing the company and providing ethical products for conscious consumers.
Shoniqua Martin, Co-Founder and CEO
Shoniqua Martin is an experienced entrepreneur and innovator. After earning her MBA, Martin worked for several major corporations leading marketing initiatives. However, she felt unfulfilled in the corporate world and longed to start her own socially responsible company. In 2018, Martin co-founded BLK GRN with Jones to create environmentally-friendly cleaning products.
As CEO, Martin oversees daily operations, finance, and strategy. Her business acumen has been instrumental in building BLK GRN into a successful brand. Under her leadership, the company has launched dozens of products, built a strong omni-channel presence, and expanded their reach globally.
Martin is passionate about the company’s mission to eliminate toxic chemicals from homes. She has focused on sourcing natural, ethically produced ingredients to formulate BLK GRN’s products. Martin also prioritizes sustainable production practices and giving back to nonprofit organizations. Her vision, determination and business expertise have established BLK GRN as a purpose-led leader in the green consumer marketplace.
How BLK GRN Started
Jones and Martin started BLK GRN to address the lack of authentic, effective green cleaning products on the market. At the time, most natural cleaning brands either didn’t work well or relied on synthetic formulas despite their marketing. The founders saw an opportunity to create products that actually delivered using safe, plant-derived ingredients.
The concept for BLK GRN (derived from “black green”) was to provide clean products for everyone, hence an inclusive name representing the diversity of their potential customer base. Jones and Martin believed that conscious consumerism should be accessible to all, beyond the traditional stereotypes of who buys green products.
After teaming up, Jones and Martin spent over a year researching and developing formulations in partnership with chemists and suppliers. They focused on maximizing the power of plants to create cleaner ingredients. In 2018, BLK GRN officially launched with an initial set of four products: all-purpose cleaner, glass + mirror cleaner, tub + tile scrub, and toilet bowl cleaner. The products were backed by a 100% money-back guarantee.
Jones and Martin funded the company launch through personal investments and contributions from friends and family. They started by selling exclusively online and through pop-up shops. This direct-to-consumer model allowed them to interact with customers, gain feedback, and control messaging. As BLK GRN’s fanbase grew, they expanded into select brick-and-mortar stores. The company also caught the attention of Target, who began carrying a selection of BLK GRN’s products in 2020.
BLK GRN’s Product Line and Ingredients
Here is an overview of BLK GRN’s current product line:
| Product Category | Example Products | Key Ingredients |
|---|---|---|
| All-Purpose Cleaners | All-Purpose Cleaner, Glass + Mirror Cleaner | Citric Acid, Lactic Acid, Essential Oils |
| Bath + Body | Body Wash, Body Lotion | Jojoba Oil, Shea Butter, Essential Oils |
| Dish Care | Dish Soap, Dishwasher Rinse Aid | Sodium Citrate, Vegetable Glycerin, Essential Oils |
| Laundry | Liquid Laundry Detergent, Dryer Sheets | Sodium Carbonate, Plant-Based Surfactants, Essential Oils |
| Surface Care | Tub & Tile Scrub, Toilet Bowl Cleaner | Citric Acid, Plant-Based Surfactants, Essential Oils |
As shown, all of BLK GRN’s products are made using plant-derived ingredients like essential oils, vegetable glycerin, jojoba oil, and sodium citrate. They avoid harsh synthetic chemicals found in mainstream cleaners like ammonia, bleach, phosphates, formaldehyde, and artificial fragrances. BLK GRN also skips animal by-products commonly used for surfactants.
Their natural formulas are thoughtfully crafted to effectively clean while protecting indoor air quality. And the ingredients are ethically-sourced and biodegradable, minimizing BLK GRN’s environmental impact. This approach allows them to meet the highest standards for sustainability.
BLK GRN’s Mission and Values
BLK GRN is on a mission to eliminate toxic chemicals from home cleaning. They aim to provide safe and effective products made from the best plant-based ingredients.
At the core of BLK GRN are six guiding values:
- Transparency – They disclose all ingredients and production practices.
- Ethics – They source morally and environmentally-responsible materials.
- Inclusivity – They create accessible green products for all.
- Effectiveness – They offer products that actually work using safe ingredients.
- Education – They provide consumer education on ingredient safety.
- Giving Back – They partner with nonprofits supporting urban green initiatives.
This combination of values shapes every business decision at BLK GRN – from product design to branding and community engagement. They strive to embody purpose, integrity and care in all that they do.
BLK GRN’s Business Growth and Expansion
Since launching in 2018, BLK GRN has experienced remarkable growth:
- Sales increased 300% from 2018 to 2019.
- Their product line has expanded from 4 initial products to over 30 across more cleaning categories.
- BLK GRN’s products are now sold online, in over 5,000 stores nationwide, and globally in 4 countries.
- In 2022, they opened their first brick-and-mortar store in Atlanta.
- The company has grown from 2 founders to over 40 employees.
- BLK GRN’s social media following is now over 115k.
This growth can be attributed to smart digital marketing, word-of-mouth, and BLK GRN’s resonance as an authentic mission-driven brand. Their success proves there is strong demand for truly natural cleaning products.
Some highlights of BLK GRN’s expansion include:
– 2020 – Products launched in Target stores nationwide. This availability in major retail helped drive brand awareness.
– 2021 – International expansion began with launches in Canada, UK and France.
– 2022 – First brick-and-mortar “Clean Beauty Store” opened as a brand experience and education center.
– 2022 – Partnership with Thrive Market to offer products to health-focused consumers.
BLK GRN plans to build on their growth by continuing product innovation, retail expansion, and community engagement. Their long-term goal is to fully transform cleaning routines into safer, more sustainable practices.
BLK GRN Giving Back
From the beginning, BLK GRN has been committed to giving back and supporting environmental justice. Each year, they donate a portion of profits to nonprofits that align with their mission.
Some of BLK GRN’s nonprofit partners include:
- Black Girls CODE – Provides technology education for African American girls.
- Mayor’s Fund to Advance New York City – Supports environmental programs and urban agriculture.
- GirlTrek – Encourages health and wellness for Black women through walking.
BLK GRN also founded the “Keep Your City Clean” initiative to support local communities. As part of this program, they partner with organizers to provide cleaning products, supplies, and volunteers for neighborhood clean-up days.
Giving back remains a vital part of BLK GRN’s identity. Through their community partnerships, volunteer work, and donations, they aim to expand their social impact.
BLK GRN’s Founders and Future Vision
BLK GRN was founded by Rashida Jones and Shoniqua Martin as an answer to the lack of safe, effective green cleaning products on the market. Jones’ creative vision and celebrity influence combined with Martin’s business expertise have made BLK GRN a disruptive force in sustainable consumer goods.
In just a few short years, the company has made major progress toward their vision to eliminate harsh chemical cleaners. As BLK GRN continues to grow, Jones and Martin remain passionately committed to their mission. They aim to reform cleaning industry practices by proving that innovative plant-based formulas can outperform traditional products.
According to Martin, BLK GRN seeks to “make green cleaning universally accessible through a unique blend of effectiveness, education, inclusive branding and strategic retail partnerships.” Both founders hope to inspire other businesses to rethink environmentally harmful ingredients.
With BLK GRN, Jones and Martin have created a platform to drive positive social and environmental change through entrepreneurship. No matter how big the company grows, they plan to remain grounded in their founding purpose and values. Expect BLK GRN to continue leading the green cleaning movement nationwide and expanding globally.
Conclusion
BLK GRN is a purpose-led cleaning brand founded by Rashida Jones and Shoniqua Martin in 2018. They created natural plant-based products free of harsh chemicals to provide safer yet effective cleaning. Jones brings creative direction and celebrity influence, while Martin drives operations and strategic growth. Since launch, the company has rapidly expanded while staying true to their core values of transparency, ethics, inclusivity, and education. BLK GRN aims to eliminate toxic cleaners through product innovation and consumer awareness. Their inspiring social mission and authentic branding have resonated widely, earning BLK GRN a passionate customer base. Going forward, Jones and Martin hope to redefine cleaning industry standards by proving the power of plant intelligence. BLK GRN represents the future of sustainable, socially-conscious business.
