Jessica Alba’s Honest Company: A History of Ups and Downs

Jessica Alba got the idea for The Honest Company after realizing how many baby products contained petrochemicals and synthetic fragrances.

The actress, who also shares daughter Haven, born in 2011, and son Hayes, born in 2017, with Warren, launched The Honest Company in 2012, with just seven products available at the time. The business quickly expanded to include a makeup and skincare line and was valued at $1.7 billion in 2015. However, Alba also faced her share of setbacks in the business sector.

Alba called Goop’s rating system “outdated” during an October 2014 interview with The Hollywood Reporter, saying “anyone understands the science” would know that the mere presence of an ingredient doesn’t mean the products contain harmful levels of that ingredient. Alba added that consumers’ “trust and confidence” was of the utmost importance to Honest and noted that the team had “personally picked up the phone to speak with many of you” about the sunscreen concerns.A separate Honest Beauty brand with its own website and logo was launched in September 2015. The brand initially offered 83 products, which was scaled back to just over 40 in 2018.

The Honest Company pointed out in a statement that the product had been FDA approved and contained at least 95 percent organic ingredients, per the USDA’s requirements for an organic label. Alba argued during an August 2016 appearance on Today that her company faced more scrutiny due to her public persona.

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