Package Free

Package Free is not a technology company—it is a sustainable consumer goods (CPG) retailer and brand that sells zero-waste, plastic-free everyday products.

High-Level Overview

Package Free is a New York-based e-commerce and brick-and-mortar retailer founded in 2017 that curates and sells sustainable alternatives to single-use plastic products. The company addresses the problem of consumer waste by offering plastic-free versions of everyday items—from bamboo toothbrushes and natural tooth powder to laundry detergent and dryer balls—with minimal, natural ingredients and fully compostable or recyclable packaging[1][3].

The company serves environmentally conscious consumers seeking to reduce their personal waste footprint. Package Free operates through multiple channels: a permanent retail storefront in Williamsburg, Brooklyn, an e-commerce site, and a warehouse operation in Greenpoint[1]. The company claims to have diverted 75 million units of trash from landfills, including 20 million plastic bags, 15 million plastic straws, and 1.5 million plastic water bottles[3]. Notably, Package Free has been cash positive and profitable since its inception, making it unusual among venture-backed startups[3].

Origin Story

Package Free was founded by Lauren Singer on April 22, 2017, as a three-month pop-up shop at 137 Grand Street in Williamsburg, Brooklyn[2]. Singer's background in sustainability—she previously worked as Sustainability Manager at the NYC Department of Environmental Protection—informed her vision. Before launching Package Free, she founded The Simply Co. in 2014, a three-ingredient organic laundry detergent powder that is now sold through Package Free[2].

The company's initial model was unconventional: sustainable CPG brands paid $1,000 to $3,000 to participate in the pop-up, and received 100 percent of profits from sales. By the end of the first month, every brand had been paid back; by month three, Package Free had become the primary revenue driver for participating vendors[1]. This early success led the company to transition to a traditional retail model and eventually launch its e-commerce site. The pop-up, which was meant to close after three months, never did[2].

In 2019, Package Free raised its first institutional capital—a $4.5 million seed round led by Primary Ventures, with participation from Scooter Braun's TQ Ventures, Day One Ventures, and high-net-worth individuals including Ryan Engel (Peloton) and Neil Parikh (Casper founder)[1][3]. At the time of the funding announcement, the company had 30 employees[3].

Core Differentiators

• Strict vendor standards: Package Free enforces "no-exceptions no-plastic policy" for all products it sources, ensuring consistency with its sustainability mission[1]

• Profitable from day one: Unlike most venture-backed startups, Package Free achieved profitability immediately and has remained cash positive, reducing dependence on capital[3]

• Circular packaging model: All packaging is 100% plastic-free, recyclable, and mostly backyard compostable—the company ships items in upcycled or 100% post-consumer boxes with paper wrapping and tape[3][5]

• Minimal ingredient philosophy: Most products contain five natural ingredients or fewer, prioritizing safety and environmental impact[5]

• Dual revenue streams: The company generates revenue through both e-commerce and physical retail, reducing reliance on a single channel[1]

• Community-driven impact: A portion of sales funds the Package Free Impact Initiative, which supports community cleanups, recycling programs, and low-waste education[5]

Role in the Broader Consumer Landscape

Package Free operates within the broader sustainable consumer goods movement, which gained significant momentum in the late 2010s as climate awareness and plastic pollution concerns entered mainstream consciousness. The company's 2019 funding round coincided with the Global Climate Strike, reflecting growing consumer demand for sustainable alternatives[3].

The company addresses a genuine market gap: the "white space" of sustainable products that weren't previously available through traditional retail channels[1]. By combining curation (reselling vetted sustainable brands) with private-label product development, Package Free positions itself as both a marketplace and a brand builder in the zero-waste space.

The competitive landscape includes other sustainability-focused CPG companies like Blueland (eco-friendly cleaning products, founded 2018) and DAZZ Cleaner (concentrated cleaning tablets, founded 2012), indicating a growing ecosystem of alternatives to conventional consumer goods[4].

Quick Take & Future Outlook

Package Free represents a successful model for building a sustainable consumer brand without relying on venture capital for profitability—a rarity in the startup ecosystem. The company's 2019 funding was explicitly aimed at scaling private-label product development and expanding marketing efforts, areas where it had previously invested minimally[1].

Looking forward, Package Free's trajectory will likely depend on its ability to scale sustainable product manufacturing at price points competitive with conventional alternatives, a challenge the company identified as central to its mission of making sustainable products "accessible to the masses"[2]. The company's expansion to two retail locations and growing e-commerce presence suggests momentum, though the sustainability CPG space remains competitive and price-sensitive.

The broader trend favoring Package Free is the normalization of sustainability as a consumer expectation rather than a niche preference—a shift that could accelerate demand for the company's products and model.