In a country where over 40 million acres of lawns are maintained using synthetic chemicals, U.S. startup Sunday is leading the charge toward safer, eco-friendly lawn care. The company has just secured $25 million in funding from S2G Investments. Strengthening its mission to make sustainable lawn care the new industry standard.
This latest investment adds to Sunday’s impressive backing of $81 million from notable investors including Sequoia Capital, Forerunner Ventures, Bond Capital, and Tusk Venture Partners.
Sunday was founded on a simple but powerful belief: caring for your lawn shouldn’t harm your family or the environment. Conventional lawn care methods expose homeowners, pets, and ecosystems to toxic chemicals. Which cause both short-term health issues and long-term risks like cancer and infertility.
To solve this, Sunday uses plant science and data-driven insights to create customized lawn care plans free from synthetic chemicals. Their eco-friendly products protect families and pets while promoting healthier, more vibrant yards. This approach also helps reduce harmful chemical runoff and protects waterways, supporting a broader environmental impact.
Sunday’s story began when CEO Coulter Lewis, a mechanical engineer and father, realized the harsh chemicals he was using on his lawn weren’t safe for his kids or pets. Combining his engineering background and sustainability experience from co-founding Quinn Snacks, Coulter launched Sunday to reimagine lawn care.
“I grew up treating the lawn as a family tradition, but becoming a parent made me rethink what I was putting on my grass,” Lewis shared. “We built Sunday to empower families with smarter, safer solutions.”
Unlike traditional giants like Scotts Miracle-Gro and TruGreen, Sunday offers a science-backed, customized, and chemical-free approach. Delivered directly to consumers, their products meet the growing demand for sustainability — with 92% of homeowners seeking greener home solutions.
Where legacy brands rely on one-size-fits-all chemical treatments, Sunday leverages AI-driven recommendations and natural formulations, giving consumers a better, safer alternative.
With fresh funding, Sunday plans to:
- Expand retail partnerships beyond Target, Home Depot, and Walmart
- Enhance AI-powered personalization for its direct-to-consumer platform
- Grow product lines into garden care, pest control, and sustainable landscaping
- Invest in R&D to develop new environmentally friendly solutions
- Scale education initiatives to make sustainable lawn care mainstream
“Our mission is simple: make sustainable lawn care easy, effective, and accessible,” said Lewis. “With S2G’s support, we’re accelerating innovation and expanding our reach — helping homeowners create healthy outdoor spaces that are safer for their families and better for the planet.”
Matthew Walker, Managing Director at S2G, echoed the company’s potential: “The lawn and garden space is ripe for disruption. Sunday’s customized, data-driven model is exactly what modern homeowners are looking for — smarter, more sustainable solutions aligned with their values.”
