The Honest Company
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.
- Company typePublic
- Founded2012
- HeadquartersSanta Monica, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
The Honest Company firmographics
Firmographics- 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
The Honest Company industry classification
Industry- 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
Where The Honest Company is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Honest Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Baby diapers starting at competitive retail pricing |
| Unit Pricing | Pay-as-you-go | Wipes ranging from $3.99 to $5.99 |
| Unit Pricing | Pay-as-you-go | Premium skincare products at $21.99+ |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
The Honest Company product offering
Product offeringCore 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
Companies that use The Honest Company
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
The Honest Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
The Honest Company partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- SUGARED + BRONZEDminorMarketing 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 ResearchminorResearch 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.
- Baby2BabycoreOngoing 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
The Honest Company competitors and assessment
Company assessmentBroad 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
The Honest Company social profiles
Digital presenceThe Honest Company compliance and trust
Trust signalCompliance7 records
The Honest Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Honest Company leadership team
Management profileNumber of profiles
Profiles13 records
The Honest Company funding detail
Funding detailFunding overview
Funding rounds7 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Honest Company M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Honest Company
What does The Honest Company do?
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.
Is The Honest Company a public or private company?
The Honest Company is a public company. It is classified as public and is currently operating.
When was The Honest Company founded?
The Honest Company was founded in 2012. It employs 251 to 500 people.
Where is The Honest Company based?
The Honest Company is headquartered in Santa Monica, United States, in the North America region.
How does The Honest Company make money?
Two revenue lines are on record. Consumer Product Sales are the primary driver. The others are retail Distribution.
Who are The Honest Company's main competitors?
Broad incumbents on record are CeraVe, Aveeno and Cetaphil. Beautycounter is listed as an emerging player. Direct peers are Tom's of Maine, Burt's Bees, Seventh Generation, Mrs. Meyer's Clean Day, Dr. Bronner's and Babyganics.
Does The Honest Company have an API?
No public API is recorded for The Honest Company.
What industry is The Honest Company in?
The Honest Company's product category is Consumer Personal Care Products. Its primary akta.pro industry code is CRADALAH, Wipes (Baby, Flushable, Household, Personal), with a secondary code of CRABAAAH, Natural/Organic & Clean Skincare. Its NAICS code is 3256 and its SIC code is 2840.