We’re a female-founded company helmed by a diverse team of data scientists, chemists, technologists, and CPG experts. We’re also parents, veterans, marathoners, DIY-ers, plane-flying welders, rubik’s cube champions, and sustainability obsessives. We draw on experience from companies like BCG, Target, Beautycounter, UL, NielsenIQ, Amazon, Yelp, Eventbrite, WeWork, Upwork, and NASA.
Novi is headquartered in the SF Bay Area with presences in NYC, LA, Nashville, and Toronto. We’re backed by leading venture capital firms Greylock Partners, Khosla Ventures, Maveron Ventures, Cowboy Ventures, and Tiger Global; clean living pioneer Jessica Alba; and the board members and founders of Clorox, P&G, The Honest Company, Wealthfront, OpenTable, and Eventbrite.
The opportunity for more transparent and sustainable consumer packaged goods is vast – a $5.5 billion market in 2025. While we started in the Personal Care & Beauty industry, we’re now serving an expanding list of categories including Household Essentials, Packaged Food & Beverage, Baby, Pet Care, and Vitamins & Supplements.
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