The Honest Company was founded in 2011 by Jessica Alba, Sean Kane, Christopher Gavigan, Maria Ivette, and Brian Lee in Santa Monica, California. The company manufactures and sells non-toxic cleaning products and baby items. Alba had allergic reactions to many cleaning products as a child. After the birth of her own child, Alba decided to make non-toxic products available to everyone.
Products were first sold at Costco, Whole Foods, and later, Target. Today, products can also be purchased at Nordstroms and Buy Buy Baby. Approximately 80% of sales come from the company’s online site. Currently, the company offers their products in the US and Canada, but there are plans to expand to China, Australia, and the UK.
The Honest Company is currently doing fundraising in an attempt to go public. The company currently offers 90 products, with diapers being their biggest selling item. The Honest Company, at least as of 2016, is thriving without ever spending one dime on advertising.