Rosy's Biochar Soil Launches at Target, Revolutionizing Houseplant Care
A new organic soil brand called Rosy has launched across all US Target stores. The product uses biochar to create a peat-free, nutrient-rich mix for houseplants. Backed by $5 million in funding, the company aims to transform how people care for indoor greenery.
Rosy was developed as a sustainable alternative to traditional potting soils. Its blend combines biochar, compost, and worm castings to form a living, carbon-negative medium. The company's lead researcher, Jules Giuliano, brings expertise in soil science and sustainable farming to the project.
The brand's founder, Chad Massura, previously launched the food delivery app Envoy and worked at Everytable. Now, Rosy is expanding beyond Target, with plans to enter more big-box retailers and independent garden centres. A rebrand, designed by Brooklyn-based studio Creech, will roll out this summer to reflect a more earthy identity.
The US gardening market is worth over $22 billion, with more than half of American households growing plants. Rosy's focus on biochar aligns with rising demand for eco-friendly products, particularly in the $10 billion independent garden centre sector.
Rosy's soil is now stocked nationwide at Target, supported by a $5 million investment. The company's next steps include wider retail distribution and a fresh visual identity. Its biochar-based formula offers gardeners a greener, more effective way to nurture houseplants.
