Honest is a digital-first consumer products company offering clean, eco-conscious products across personal care, baby care, beauty, and home categories. The brand emphasizes ingredient transparency, environmental responsibility, and product performance. Its D2C model enables customers to access curated bundles, personalized subscriptions, and a seamless online shopping journey. With strong retail partnerships and celebrity co-founder Jessica Alba, Honest scaled into a widely recognized clean-lifestyle brand. Its focus spans skincare, makeup, diapers, home cleaning, and wellness solutions rooted in safe formulations.
What Is Honest and What Does It Do?
Honest, founded in 2011 by Brian Lee, Jessica Alba, Christopher Gavigan, and Sean Kane, is a Santa Monica–based (United States) internet-first consumer brand offering multi-category products for babies and women. The company provides clean beauty products, eco-friendly diapers, plant-based cleaning solutions, and personal care essentials. Honest employs 187 people.
The platform delivers safe formulations powered by scientific testing, sustainable materials, and digital commerce. Honest operates a hybrid retail strategy combining subscription bundles, online direct sales, and partnerships with major retailers. Its brand mission is built around ethical sourcing and modern family lifestyles.
How Much Funding Has Honest Raised?
1. Series F
- Amount Raised: $200M
- Date: June 06, 2018
- Lead Investors: L Catterton
- Motivation: To expand product lines and enhance retail distribution.
2. Series E
- Amount Raised: $67.8M
- Date: October 06, 2017
- Lead Investors: Fidelity Investments
- Motivation: To strengthen manufacturing and scale clean beauty and baby categories.
3. Series D
- Amount Raised: $100M
- Date: August 25, 2015
- Lead Investors: Glade Brook, AllianceBernstein, Fidelity, Wellington, IVP
- Motivation: To support rapid expansion and brand development.
Total Funding Raised: $496M
Latest Funding Date: June 2018
Key Investors
1. Fidelity Investments
- Details: Global investment firm backing high-growth consumer and technology brands.
- Investment Focus Areas: Consumer goods, retail tech, beauty.
- Notable Investments: Honest, Peloton, Uber, SpaceX, Impossible Foods.
2. IVP
- Details: Venture firm focused on growth-stage consumer and enterprise companies.
- Investment Focus Areas: D2C, retail, consumer wellness.
- Notable Investments: Slack, Twitter, Glossier, Snap, Honest.
3. L Catterton
- Details: Largest consumer-focused private equity group globally.
- Investment Focus Areas: Beauty, wellness, lifestyle brands.
- Notable Investments: Fenty Beauty, The Honest Company, Birkenstock, Peloton, Function of Beauty.
Where Is Honest’s Headquarters?
Honest is headquartered in Santa Monica, California, a center for digital-first consumer brands and ethical lifestyle companies.
What’s Next for Honest?
Honest aims to expand its clean beauty range, strengthen sustainability initiatives, and deepen global distribution across digital and retail channels.
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