Thrive Market is an online membership-based company that sells natural and organic food and beauty products at discounted prices. 

Thrive Market was founded in 2014 by investors Gunnar Lovelace, Kate Mulling, Nick Green, and Sasha Siddhartha. It has gained popularity for its mission to make healthy and sustainable products more accessible to consumers.

It offers various products including food, beverages, vitamins, beauty products and supplements. 

Their product selection focuses on organic, non-GMO and other specialty products that cater to different dietary preferences and restrictions.

This guide we’ll tell you everything entrepreneurs want to know about Thrive Market and how it has grown.  

Plus, find out how to you to grow your own million-dollar brand with our FREE playbook.

What is Thrive Market?

Thrive Market is an online grocery store offering organic, non-GMO food and other healthy items at discounted prices. Thrive Market offers high-quality, responsible and organic products. These include groceries, gluten-free items, meats, seafood, wines, vitamins and beauty products. They prioritize sourcing responsibly, meeting high standards, and encouraging sustainability.

Overview of Thrive Market

Thrive Market is an online membership-based retailer that focuses on healthy and sustainable products. The company's mission is to make healthy living easy and affordable for everyone.

It operates on a membership model, where customers pay an annual or monthly fee to access discounted prices on different products. The membership fee allows the company to offer wholesale prices on natural and organic groceries, household items and beauty products.

It offers high-quality products, including organic, non-GMO, gluten-free, vegan and other specialty items. Members can browse the website or use the mobile app to shop for groceries and other products conveniently from their homes.

The company places a strong emphasis on offering environmentally friendly products and reducing waste. They strive to source products from ethical and sustainable suppliers and prioritize minimal packaging items.


  • Makes it easier to get organic food and foods suited to specific dietary needs (e.g. vegan, keto and Whole30).
  • Automated shipping saves you time and effort. 
  • The company stands for ethical sourcing and environmental protection.
  • You can make selections based on your standards and preferences. 
  • The company offers free items, low prices and a price-match guarantee.


  • Certain items may cost more than similar store-branded goods from other retailers. 
  • Thrive Market does not provide fresh items, such as food or produce. 
  • Customers must purchase a minimum of two or three items when shopping.

Who founded Thrive Market?

Nick Green, Gunnar Lovelace, Kate Mulling and Sasha Siddhartha founded it in 2014. Nick Green is the company's CEO.

What is the origin story behind Thrive Market?

Its mission is to make nutritious packaged food items more accessible and affordable for middle-class families. The founders wanted to provide these items for mothers who might not have access to Whole Foods. Nick Green, CEO of Thrive Market, shares a story of his mother and the difficulty of providing nutritious food for her family at an affordable price. 

Nick Green expresses his understanding of the issue and commitment to making healthy food more accessible. He reflects three decades later that it's still difficult to find reliable, trustworthy and reasonably priced options for health-promoting products. The brand is dedicated to making these items accessible to all.

How did Thrive Market grow?

It experienced significant growth through various strategies and initiatives. Here are some key factors that contributed to its expansion:

  • Membership model: Thrive Market operates on a membership-based model. This is where customers pay an annual fee to access discounted prices on their products. The company generates revenue and builds loyal customers through membership.
  • Product selection: The company offers various products, including organic and natural foods, supplements, personal care items and home goods. They carefully tailor their inventory to cater to health-conscious consumers seeking sustainable and ethically sourced options.
  • Competitive pricing: By leveraging its collective buying power, Thrive Market negotiates discounted prices directly with suppliers and manufacturers. These savings are then passed on to their members, making healthy products more affordable than traditional retail stores.
  • Online platform: It operates as an online retailer, eliminating physical stores and reducing overhead costs. Their user-friendly website and mobile app provide convenient shopping experiences.
  • Partnerships: The company has formed strategic partnerships with influencers, wellness experts and organizations aligned with their mission. Collaborations with notable figures and brands have helped increase brand visibility and reach wider audiences.

How was Thrive Market funded?

While initially, 50 venture capitalists passed on the opportunity to invest, the brand has raised $241.4M in 8 rounds. Its latest capital raise was on October 24, 2019, as a convertible note. Here's an overview of its funding history:

  • Seed Round: In 2014, raised $3.5 million in seed funding from investors, including Nick Green, Gunnar Lovelace and John Foraker (former CEO of Annie's Homegrown).
  • Series A Round: In 2015,  the company secured $10 million led by Greycroft Partners and E-Ventures. 
  • Series B Round: In 2016, raised $111 million led by Invus Group. 
  • Series C Round: In 2018, raised $119 million in a Series C funding round led by Thrive Capital.

What lessons can entrepreneurs learn from the Thrive Market story?

  • Identify a purpose-driven mission: The brand's success is rooted in its mission to make healthy and sustainable products accessible to everyone. Having a clear and purpose-driven mission can inspire and resonate with customers, differentiate your brand and attract a community of supporters.
  • Address a market need: The company identified a gap in the market for affordable, high-quality organic and natural products. By addressing this need, they could tap into a niche market and provide an innovative value proposition. Entrepreneurs should carefully research and identify market gaps to develop innovative solutions.
  • Leverage technology and e-commerce: Its online platform eliminates physical stores, allowing for scalability. Embrace technology and e-commerce platforms to reach a wider audience and optimize operational efficiency.
  • Foster strategic partnerships: Thrive Market forms partnerships with influencers, experts and organizations aligned with their mission, leveraging their reach and credibility. Collaborating with strategic partners can expand your brand's visibility, tap into new markets and build trust among your target audience.
  • Commitment to social responsibility: Thrive Market's commitment to community and environmental responsibility resonates with customers. Incorporating social impact initiatives into your business model can create a positive brand image, attract like-minded customers and contribute to a positive societal impact.
  • Prioritize customer experience: The brand focuses on providing a user-friendly interface and personalized recommendations to enhance the customer experience. Strive to understand and meet your customer's needs, deliver exceptional service and improve your offerings.
  • Secure sufficient funding: Thrive Market's funding rounds provide the capital needed to fuel growth and expand operations. Entrepreneurs should explore various funding options, create a compelling business case and secure adequate financial resources to support their growth trajectory.


What is Thrive Market?

Thrive Market is an American e-commerce platform that sells organic, natural and sustainable products at affordable prices. It offers products such as food, beauty, household items, supplements and more.

What products does Thrive Market offer?

  • Food: Food products include pantry staples, snacks, beverages, baking ingredients, condiments, spices, grains, nuts and seeds.
  • Beauty and Personal Care: They provide natural and organic products such as skincare, haircare, bath and body products, oral care, cosmetics and grooming essentials.
  • Household: Thrive Market offers eco-friendly and non-toxic household products, including cleaning supplies, laundry detergents, paper goods, kitchen essentials and sustainable home goods.
  • Baby and Kids: They have a selection of baby and kids' products, including baby food, diapers, wipes, baby care products, children's snacks, vitamins and supplements.
  • Health and Wellness: Health and wellness products include vitamins, herbal remedies, probiotics, protein powders, superfoods and specialty diet products (e.g., gluten-free, vegan, paleo).
  • Pet Supplies: Pet supplies include pet food, treats and other pet care products for dogs, cats and other pets.
  • Home and Outdoor: Thrive Market offers products for sustainable living and outdoor activities. These include reusable bags, water bottles, garden supplies, outdoor gear and picnic essentials.

Is Thrive Market organic and non-GMO?

Thrive Market prioritizes organic and non-GMO products and offers a wide selection on its platform. While not all products on Thrive Market are certified organic or non-GMO, they tailor their inventory to include organic and non-GMO options.

It provides detailed product descriptions and labels, including organic and non-GMO certifications. As a result, members can make informed decisions. Members can also filter their search results by organic, non-GMO or other specialty diet products.

What payment methods does Thrive Market accept?

Payment for products on Thrive Market can be made using Mastercard, Visa, American Express, Discover, PayPal and Thrive Market eGift Cards. Payment methods can be changed on the account page.

Currently, Thrive Market does not accept prepaid debit cards or gift cards from other credit card companies. Such cards are not accepted for membership or regular orders on their website or app.

What is Thrive Market's Valuation?

Thrive Market is an e-commerce platform offering sustainably sourced, healthy groceries. In 2022, the company was estimated to be worth $1 billion.

How does Thrive Market support small businesses?

Thrive Market supports small businesses by recognizing their importance in fostering a diverse and sustainable marketplace. Here are some ways Thrive Market supports small businesses:

  1. Curating small and independent brands: Thrive Market provides a platform for businesses to showcase their products and reach a larger audience.
  2. Direct sourcing: Through establishing direct relationships with small-scale and local producers, small businesses can gain exposure and create a sustainable market for their products by sourcing directly.
  3. Product discovery and exposure: Thrive Market highlights small businesses and their products through various features, promotions and collaborations. This exposure increases brand visibility and enables customers to discover unique, artisanal and innovative products.
  4. Supplier diversity: The company promotes supplier diversity by partnering with diverse small and minority-owned businesses. This commitment to supplier diversity not only supports small enterprises but also contributes to creating a more inclusive marketplace.
  5. Fair trade and ethical sourcing: Thrive Market places importance on fair trade practices and ethical sourcing. They partner with small businesses that prioritize sustainable production methods, responsible labor practices and positive social impact.


Thrive Market is an online grocery store offering organic, non-GMO food and other healthy items at reasonable prices. Nick Green, Gunnar Lovelace, Kate Mulling and Sasha Siddhartha co-founded the business in 2014. It offers various products including food, beverages, vitamins, beauty products and supplements. Thrive Market makes nutritious packaged food items more accessible and affordable for middle-class families.

If this brand story inspires you to build a brand of your own that makes the world a better place… and that has the potential to make you very, very wealthy, you’re in the right place.

At, we’re on a mission to make one million new millionaires by 2028. We’d love YOU to be one of them!

That’s why we made this FREE course to help you build your first million-dollar business. Join us now and let’s get started.