hen The Honest Company debuts on the Nasdaq this week, actress Jessica Alba will likely take center stage on the podium to ring the bell—capping off a seemingly remarkable success story. It all began in 2008 when a pregnant Alba couldn’t find reasonably priced natural and eco-friendly baby products and had the idea for a “clean and natural” products brand—selling
“At Honest, we prioritize transparency, trust and sustainability in all that we do,” declares the company’s, which was filed in April with the Securities and Exchange Commission. What’s little mentioned: Honest’s road to public markets has been rocky—with class action lawsuits over false advertising and allegedly harmful products, executive turnover and a down funding round.
The changes have helped Honest grow its gross margins, although it’s unlikely that the business, which lost $31 million in 2019 but trimmed its net loss to $14.5 million last year, has ever been profitable. When Honest goes public, it’s unclear if there will be many winners. “[Working there] was a really good lesson, kind of riding the rocket ship up,” says a former director at Honest who was at the company at its height. “Then, at some point, you run out of fuel. You're either in outer space, or you're coming back down. I would short the stock.”he story of The Honest Company begins in 2008, when Jessica Alba broke out in a rash from her first baby’s detergent while washing onesies.
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