Subscription boxes have recently become a thing, and as much as I'm always super excited to try one, there's always that risk that they'll send you something you don't want or can't use. I'd just find myself wishing that I could custom pick my personalized box with products that I needed and that it didn't always have to be the same amount of money every month, that it could be flexible. THAT is the biggest thing that I love about Grove Co.