# The Honest Company

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/the-honest-company

- Industry: Consumer Products
- Headquarters: Los Angeles, US
- Website: www.honest.com
- Total disclosed funding: $490M
- Latest round: Series F (Jun 6, 2018)
- Investors on record: 16

## About

Based in the US, The Honest Company, Inc. specializes in health and wellness consumer products, particularly aimed at babies and families, offering items like diapers, wipes, skincare, and cosmetics built on safe ingredient practices.The Honest Company, Inc. was founded in 2012 in Los Angeles, US, by a team including Christopher Gavigan, Conan O'Sullivan, Gijs Craenmehr, James Delderfield, Jeronimo Duque, Jessica Alba, and Sean Kane. The company achieved significant growth and transitioned into public ownership with an IPO on May 4, 2021, raising USD 412.8 mn through the sale of shares on Nasdaq under the ticker "HNST". The company has completed 12 deals over its operating history.The Honest Company specializes in a range of consumer products focused on health and wellness, particularly for babies and families. Their core offerings include diapers, wipes, bath and body products, skincare, and cosmetics. The diapers are designed with over 99% water, making them gentle on sensitive skin and are available in seasonal prints. Their wipes are marketed as safe to flush and effective in removing residue, catering to parents seeking convenience and efficacy in diapering solutions. In addition to baby-related products, the company also provides bath essentials, skincare items, and makeup, aiming to address various skin types and conditions. The Honest Company's products are primarily distributed in the United States, with select offerings available in international markets, focusing on families who prioritize clean and safe ingredients.In the most recent fiscal year 2024, The Honest Company generated revenue amounting to USD 378.34 mn, while reporting an EBITDA of USD -3.49 mn. The company generates revenue through a combination of direct-to-consumer sales and subscription services. Customers can engage in one-time purchases or opt for a subscription model that offers savings on recurring orders of diapers and wipes, along with other essential items like bath products and skincare. The pricing structure includes discounted rates for bulk purchases or subscription services, facilitating regular delivery of products directly to consumers' homes. Flagship products such as the Clean Conscious™ Wipes and upgraded diapers are central to their revenue model, appealing to a customer base that values eco-friendly and safe personal care solutions for their families. Through their digital platform and partnerships with select retailers, the company optimizes its reach and market presence, allowing for streamlined transactions and enhanced customer engagement.Following their IPO in May 2021, The Honest Company plans to utilize the USD 412.8 mn raised to strengthen its supply chain and expand its global reach. The company is focused on launching new products designed to meet the evolving needs of families. Specific plans include entering additional international markets to enhance accessibility to their product lines by 2025. Overall, the company aims to bolster its market presence and product offerings, positioning itself for sustainable growth in the health and wellness sector.

## Funding rounds

- Series F, Jun 6, 2018, $200M — L Catterton
- Series E, Sep 28, 2017, $68M — Institutional Venture Partners, Lightspeed Venture Partners, General Catalyst Partners, Pritzker Group Venture Capital, Fidelity Investments, ICONIQ Capital
- Series D, Aug 11, 2015, $100M — Institutional Venture Partners, General Catalyst Partners, Wellington Management, Fidelity Investments, Hartford Financial Services Group Inc, AllianceBernstein, EquityZen, Inc., Glade Brook Capital Partners, Brookside Equity Partners, Struck Capital, MicroVentures, Inc.
- Series C, Aug 21, 2014, $70M — Institutional Venture Partners, Lightspeed Venture Partners, General Catalyst Partners, Wellington Management, ICONIQ Capital, Dragoneer Investment Group
- Series B, Nov 7, 2013, $25M — Institutional Venture Partners, Lightspeed Venture Partners, General Catalyst Partners, ICONIQ Capital
- Series A, Mar 23, 2012, $21M — Institutional Venture Partners, Lightspeed Venture Partners, General Catalyst Partners
- Series A, Sep 9, 2011, $6M — General Catalyst Partners

## Investors

- General Catalyst Partners (https://capitalatlas.ai/funds/general-catalyst-partners) — Series A, Series B, Series C, Series D, Series E
- Institutional Venture Partners (https://capitalatlas.ai/funds/institutional-venture-partners) — Series A, Series B, Series C, Series D, Series E
- Lightspeed Venture Partners (https://capitalatlas.ai/funds/lightspeed-venture-partners) — Series A, Series B, Series C, Series E
- ICONIQ Capital (https://capitalatlas.ai/funds/iconiq-capital) — Series B, Series C, Series E
- Wellington Management (https://capitalatlas.ai/funds/wellington-management) — Series C, Series D
- Dragoneer Investment Group (https://capitalatlas.ai/funds/dragoneer-investment-group) — Series C
- Fidelity Investments (https://capitalatlas.ai/funds/fidelity-investments) — Series D, Series E
- Hartford Financial Services Group Inc — Series D
- AllianceBernstein (https://capitalatlas.ai/funds/alliancebernstein) — Series D
- EquityZen, Inc. — Series D
- Glade Brook Capital Partners (https://capitalatlas.ai/funds/glade-brook-capital-partners) — Series D
- Brookside Equity Partners — Series D
- Struck Capital (https://capitalatlas.ai/funds/struck-capital) — Series D
- MicroVentures, Inc. — Series D
- Pritzker Group Venture Capital (https://capitalatlas.ai/funds/pritzker-group-venture-capital) — Series E
- L Catterton (https://capitalatlas.ai/funds/l-catterton) — Series F