The Honest Company

What The Honest Company does

The Honest Company (NASDAQ: HNST) is a publicly traded consumer products company founded in 2012 by Jessica Alba, headquartered in Santa Monica, California, with a planned relocation to Playa Vista by May 2027. The company designs, formulates, and sells clean-conscious baby and personal care products organized around proprietary standards including Clean Conscious™ formulations, The Mother of All Standards™, and a trademarked NO List™ of more than 3,500 avoided chemicals. Core product categories include plant-based diapers (OEKO-TEX STANDARD 100 certified for 350 harmful chemicals), a multi-format wipes line (clean conscious, flushable, sanitizing, scented, and makeup remover), skincare (Hydrorich Cream, Sensitive Rich Cream, Ageless Firm + Even Serum), bath and body care, and licensed Disney and Toy Story bathtime collections. Product development is anchored in toxicologist auditing, dermatological and gynecological testing, and EWG Verified or National Eczema Association Seal of Acceptance certifications.

Following the November 2025 launch of Transformation 2.0, The Honest Company restructured to a retail-only distribution model, shutting down its direct-to-consumer app and Honest.com website, exiting the apparel category, and withdrawing from Canada. Products are now sold exclusively through major retailers including Target, Walmart, Amazon, and Kroger, with planned expansion into Whole Foods, Sprouts, and HEB. The company employs 251–500 people, generated $371.3M in full-year 2025 revenue (down 1.9% YoY), and has reported eight consecutive quarters of positive EBITDA as of Q3 2025. Customer segments span parents of babies and toddlers (primary), women ages 25–44, sensitive-skin consumers, and clean beauty enthusiasts, served through a mix of unit-priced retail sales and a community/influencer marketing approach anchored by a long-standing Baby2Baby donation partnership.

Name

The Honest Company

Legal name

The Honest Company, Inc.

Website

https://honest.com

Company type

Public

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

The Honest Company is a publicly traded clean-conscious consumer products company that designs and sells plant-based baby diapers, wipes, skincare, and bath products through major retailers including Target, Walmart, Amazon, and Kroger, serving parents, women, and sensitive-skin consumers.

Ownership category

akta.pro rank

Product category

Consumer Personal Care Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Wipes (Baby, Flushable, Household, Personal) (CRADALAH)

akta.pro secondary industries

Natural/Organic & Clean Skincare (CRABAAAH), Baby Bath & Cleansing (CRABAJAA), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Baby care products
• Clean beauty
• Personal care
• Household essentials
• Diapers and wipes

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Consumer Product Sales: The Honest Company generates revenue primarily through the sale of baby and personal care products including diapers, wipes, skincare, bath & body, and cosmetics through retail partners and formerly direct-to-consumer channels.
2. Retail Distribution: Products sold through major retailers including Target, Walmart, Amazon, and Kroger following strategic exit from direct-to-consumer app and e-commerce operations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

The Honest Company designs, manufactures, and sells clean-ingredient baby care, personal care, beauty, and household essentials, including diapers, wipes, skincare, bath products, and cosmetics. The company formulates products free from over 3,500 chemicals of concern and sells them through mass-market retailers and direct-to-consumer channels. The business combines proprietary safety standards with branded consumer goods distributed nationally in the U.S.

Product overview

The Honest Company offers a diversified portfolio of clean, sustainably-designed baby and personal care products. The core offering centers on the Clean Conscious Diapers and Wipes categories, with plant-based diapers providing leak protection and hypoallergenic wipes in multiple formulations (flushable, sanitizing, scented, and makeup remover). The skincare line includes moisturizers (Hydrorich Cream, Sensitive Rich Cream), serums (Ageless Firm + Even Serum), cleansers, and eye treatments targeting various skin types including sensitive and aging skin. Bath and body products encompass shampoo, body wash, bubble bath, lotion, and hair care. The company also offers dedicated Mama Care products for pregnancy and postpartum needs, Disney and Toy Story collaborative collections, and curated baby gift sets. All products emphasize clean ingredients, toxicologist auditing, and dermatologist testing with an OEKO-TEX certification for diapers. The company operates through major retail partners (Amazon, Target, Walmart) following the shutdown of its direct-to-consumer app and website.

Differentiator

Problem solved

Functional benefit

Products and services

• Clean Conscious Diapers
• Overnight Diapers
• Clean Conscious Wipes
• Flushable Wipes
• Sanitizing Alcohol Wipes
• Scented Wipes
• Makeup Remover Facial Wipes
• Sniffer Soothers Nose + Face Wipes
• Hydrorich Cream
• Sensitive Rich Cream
• Ageless Firm + Even Serum
• Shampoo + Body Wash
• Face + Body Lotion
• Bubble Bath
• Diaper Rash Cream
• Soothing Bottom Wash
• Disney Bathtime Collections
• Baby Gift Sets
• Clean Conscious Beauty Makeup
• Hand Sanitizer Spray
• The Mother of All Standards Collection

Quantifiable outcome

• 100% of parents agreed wipes were durable enough for messy diaper changes
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• SUGARED + BRONZEDminorGTM or Marketing Partner · 19 May 2026Marketing partnership for the 'Get Honest' flushable wipes campaign. SUGARED + BRONZED distributed promotional gifts at select locations across the US to promote the campaign normalizing women's health and hygiene conversations.
• Talker ResearchminorStrategic or Co-development Partner · 19 May 2026Research partnership conducting surveys on women's experiences with bathroom habits and bodily functions. Survey of 2,000 women ages 25-44 found 81% say feeling 'not quite clean' impacts their confidence levels.
• Baby2BabycoreStrategic or Co-development PartnerOngoing partnership with Baby2Baby to provide diapers, wipes, and basic essentials to children in at-risk communities across the country. The company has donated over 30 million family personal care products through this partnership since day one.

Scale indicators11 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• CeraVe: CeraVe (L'Oréal) is the dominant mass-market sensitive/dry skin skincare brand with ceramides-based, dermatologist-developed formulations. It is the principal mass-retail competitor Honest's Hydrorich and Sensitive Rich creams must displace.
• Aveeno: Aveeno (Kenvue/J&J) is a dermatologist-recommended sensitive skin and baby skincare brand with deep mass retail penetration. Its oat-based, sensitive-skin positioning overlaps significantly with Honest's Sensitive and Mother of All Standards collections.
• Cetaphil: Cetaphil (Galderma) is a globally trusted sensitive-skin cleanser and moisturizer brand sold in mass and pharmacy channels. It competes directly with Honest's Sensitive Rich Cream and Face + Body Lotion in the dermatologist-recommended sensitive skincare segment.

Emerging players

• Beautycounter: Beautycounter is a clean beauty brand (now privately held under Counter Brands) with a NO List of over 1,800 ingredients and emphasis on ingredient transparency — closely paralleling Honest's Clean Conscious™ and NO List™ strategy in skincare and beauty.

Direct peers

• Tom's of Maine: Tom's of Maine (owned by Colgate-Palmolive) is a pioneer in natural personal care — toothpaste, deodorant, and soap. Its clean-ingredient mission, established brand trust, and natural-channel retail distribution mirror Honest's strategy.
• Burt's Bees: Burt's Bees (owned by Clorox) is a natural personal care and beauty brand spanning lip care, skincare, and baby care. Its natural ingredients, mass retail presence, and crossover between personal care and baby products closely parallel Honest's positioning.
• Seventh Generation: Seventh Generation is a leading clean/natural household and baby care brand owned by Unilever. It competes most directly with Honest in plant-based wipes, baby care, and household cleaning — the same clean-credentials positioning Honest was founded on.
• Mrs. Meyer's Clean Day: Mrs. Meyer's (owned by SC Johnson) is a clean, plant-derived household and personal care brand sold in natural and mass retail channels. It overlaps with Honest's plant-based, responsibly-sourced positioning across wipes, soaps, and household care.
• Dr. Bronner's: Dr. Bronner's is an organic, fair-trade personal care brand spanning soaps, baby products, and lotions. Its regenerative/organic ingredient sourcing and strong natural-channel presence make it a direct clean-positioning comparable.
• Babyganics: Babyganics (owned by Kao Corporation) makes plant-based baby care products including wipes, sunscreens, and bath products. Its clean-ingredient positioning, baby/toddler focus, and mass retail distribution (Target, Walmart, Amazon) make it a head-to-head comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/Honest
• TikToktiktok.com/@honest
• Xx.com/Honest
• Facebookfacebook.com/TheHonestCompany
• LinkedInlinkedin.com/company/the-honest-company

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds7 records

Investors15 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Honest Company