The US has over 40 million acres of lawns, most of which are maintained using harsh synthetic chemicals that are harmful to people, pets, waterways, and ecosystems. Sunday, a US-based startup that provides eco-friendly lawn care solutions, solves this by offering customized, data-driven lawn care solutions using natural, eco-friendly ingredients that work and are safe for the whole family.
Today, Sunday has secured $25 million in funding from S2G Investments. The investor, which is also based in the US, is committed to advancing sustainable innovations in food, agriculture, and environmental sectors. Previously, the company closed $81 million from backers including Sequoia Capital, Forerunner Ventures, Bond Capital, Tusk Venture Partners and others.
This capital infusion will support Sunday’s growth, allowing the company to scale its operations and promote its vision of establishing environmentally responsible lawn care as the industry standard. Additionally, the investment will enhance research and development efforts, expanding the company’s product range and improving its capacity to serve a broader customer base nationwide.
What challenge does Sunday tackle?
Sunday was born from a desire to make lawn care safe and sustainable for the masses. Synthetic chemicals can lead to immediate health issues like fatigue, dizziness, and irritation, as well as long-term risks such as infertility, immune suppression, and cancer. Sunday solves this by offering customized, data-driven lawn care solutions using natural, eco-friendly ingredients that work and are safe for the whole family.
Its solutions help homeowners achieve healthy, vibrant lawns. By utilising plant science and modern technology, Sunday creates customised lawn care plans tailored to each yard’s specific needs. Their approach emphasises safety and environmental responsibility, avoiding harsh pesticides to ensure products are safe for families and pets.
This approach not only protects families but also contributes to reducing the environmental impact of lawn care, such as preventing chemical runoff into water systems and minimizing the release of toxic chemicals into the atmosphere.
How was the idea born?
Sunday was founded by Coulter Lewis, who previously co-founded Quinn Snacks, an organic snack company focused on ingredient transparency and sustainability, with his wife. Coulter holds a background in engineering and product design from Stanford University and is passionate about using data-driven solutions to solve environmental challenges. Coulter’s experience as a mechanical and aerospace engineer informs Sunday’s technical approach, ensuring that their solutions are both effective and sustainable.
CEO Coulter Lewis became a father and realised that the products he was using on his lawn were filled with chemicals he wouldn’t want near his kids or pets. Coulter grew up in Pennsylvania, where taking care of the lawn was a family tradition. After becoming a parent himself, he realised there were few safe, sustainable lawn care options available, which inspired the creation of Sunday. Highlight any diversity within the founding team or an interesting backstory behind the startup’s creation. The founding story centers around reimagining the relationship between homeowners and their yards — making lawn care smarter, simpler, and healthier for families and the environment.
Competition: What makes it stand out?
While Scotts Miracle-Gro and TruGreen, Sunday differentiate itself by focusing on science-backed, customised lawn care solutions that are free of synthetic chemicals, delivered directly to consumers, and designed with environmental responsibility in mind. Sunday’s approach is particularly appealing in a market where 92% of homeowners are actively seeking more sustainable solutions for their homes.
While legacy brands rely on heavy chemical treatments and one-size-fits-all approaches, Sunday leverages data and natural formulations for smarter, safer lawn care.
What’s next for Sunday?
The company plans to expand its retail footprint beyond Target, Home Depot, and Walmart into additional national retailers. It will scale the direct-to-consumer business with improved personalisation and AI-powered recommendations. Invest in R&D to introduce new products for garden care, pest control, and environmentally friendly landscaping solutions.
The company will also grow the team across technology, operations, and retail partnerships and expand education and content initiatives to make sustainable lawn care more mainstream. Sunday aims to achieve a significant environmental impact by reducing harmful chemicals and promoting sustainable practices nationwide, contributing to a healthier environment for future generations.
“Lawn care shouldn’t come at the expense of our health or the environment. At Sunday, we’ve reimagined what’s possible—making sustainable, science-backed solutions easy and accessible for everyone,” said Coulter Lewis, CEO and Co-Founder of Sunday. “This investment from S2G will allow us to accelerate innovation, expand our retail presence, and continue empowering homeowners to care for their outdoor spaces in a way that’s better for their families and the planet.”
“The consumer lawn and garden space is ripe for disruption and we believe Sunday is leading the charge with its data-driven, customised approach. By moving away from a one-size-fits-all model, Sunday is delivering smarter, more sustainable solutions that align with modern homeowner priorities,” said Matthew Walker, Managing Director at S2G. “We’re excited to support Sunday’s growth and bring meaningful innovation to this category.”
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