Public Goods, the direct-to-consumer (DTC) destination for minimalist pantry staples and personal care essentials, has launched its best-selling snacks and personal care items in over 2,000 CVS stores nationwide. This rollout in 2025 marks the brand’s first leap from its online membership business model into the brick-and-mortar mainstream, bridging the gap between digital-only cult status and broad accessibility for everyday shoppers.
From Online Exclusivity to In-Store Discovery
Founded in 2017 (with roots as Morgans in 2015), Public Goods has long been known for its one-stop shop approach to household goods, with a focus on sustainability, clean ingredients, and affordable luxury. The site’s membership model, costing $59 per year, unlocks deals on everything from gluten-free chocolate chip cookies to tree-free toilet paper and refillable shampoo.
Prior to the CVS partnership, all shopping was DTC only, meaning products like the gentle face cleanser, bamboo toothbrush, or organic sea salt popcorn were only available online for members. Now, this CVS deal lets customers across the country access over a dozen grocery staples, snacks, and personal care must-haves without the commitment of a subscription.
What’s in Store: The Products and Presentation
Public Goods brings more than a dozen top sellers to CVS. In food and beverage, the lineup includes gluten-free chocolate chip cookies, seaweed snacks, organic tortilla chips, candied pecans, oatmeal cups, popcorn, and even bags of coffee, all in the brand’s signature minimalist, black-and-white packaging.
Personal care products featured include shampoo, conditioner, face cleanser, deodorant, toothpaste, and bamboo toothbrushes. All items are displayed together in slim skinny towers or merchandising endcaps—instead of being scattered across multiple aisles—so shoppers can grab everything in one spot, a nod to the DTC simplicity the brand is famous for.
Hirsch observed,”Because of our assortment and aesthetic, we managed to offer an oasis within their environment where we simplify the shopping experience for people: they can stand in one place, get what they need and know that it’s a high quality product.”
Why CVS? Mission Alignment and Healthy Shopper Trends
CVS, America’s largest pharmacy chain, has become an active partner for emerging DTC brands, betting on sustainability, health, and on-trend convenience to attract next-gen customers. Adding Public Goods to shelves is part of the retailer’s wider strategy to be a destination for healthier, more sustainable options, alongside category exclusives and curated launches, while also boosting its appeal amid increased competition in beauty and grocery aisles.
DTC to Retail: Scaling Impact and Reaching New Audiences
For Public Goods, the CVS launch is both a revenue driver and a brand-building play. The company, which saw 5x revenue growth after the pandemic, is now able to reach shoppers who don’t want to subscribe or exclusively shop online. The transition echoes success stories like Harry’s in Target and SmileDirectClub in Walmart.
“The growth of DTC products on our shelves on its own is a compelling data point that speaks to our customers’ preference,” Brian Eason, VP Consumer Health and Wellness, said.
What Happens Next
Public Goods has confirmed it is already in talks with other big-box retailers after the successful national expansion into CVS stores. The brand’s unique approach, one minimalist solution per product category, coupled with its sustainability commitment and aesthetic presentation, is expected to further disrupt packaged goods and personal care in major U.S. retail. The company’s flexible strategy, expanded through physical retail pilots, ensures continued growth and sector influence for 2026 and beyond.
Future Outlook
Public Goods’ in-store debut at more than 2,000 CVS locations is a pivotal moment for both the DTC sector and the mainstream retail landscape. It proves that the DTC model, when built on strong product design, authentic mission, and partnership with the right retail platform, can thrive offline, reaching millions more consumers in 2025 with ethical, health-focused grocery and personal care for the real world.
