About The Honest Company
The Honest Company is a personal care company founded in 2012 by Jessica Alba. The company says it was created to make safe, effective products for families and has a mission to inspire everyone to love living consciously. Its product approach is guided by the Honest Standard, a set of principles for product innovation and development that emphasizes ingredient and material assessment, transparency, testing, and thoughtful design.
Honest’s products include diapers and wipes, baby and personal care, beauty, household care, and wellness items. Products shown on the company’s website include diapers, Clean Conscious wipes, flushable wipes, shampoo and body wash, lotions, bath products, and skin-care creams. The company describes its formulations as Clean Conscious and says ingredients are selected and toxicologist-audited; its standards also include an ingredient “NO List” and product testing and validation.
The company serves consumers seeking everyday personal care and household essentials, with products for babies, children, and adults. Honest sells through its own website and through major retailers. Company materials identify Amazon, Target, and Walmart among its retail channels.
The company’s origin story centers on the idea that choosing products for a family should not require complicated label research. Honest says it set out to make thoughtfully crafted baby and personal care essentials that work while providing consumers with meaningful information about what is in them. Its stated purpose is to make life easier and more joyful through products people can trust.
Honest describes its company values as transformative, authentic, inclusive, and purposeful. Its stated standards and public-facing materials emphasize transparency, trust, safety, efficacy, and thoughtful design. The company also documents community and advocacy work, including support for nonprofit organizations serving families and donations of personal care and other essentials.
The Honest Company is headquartered in Los Angeles, California. It became a publicly traded company on the Nasdaq Global Select Market in May 2021 under the ticker HNST. Its corporate history and current company materials identify 2012 as its founding year.
