The Honest Company, Inc.
honest.comWhat Do They Do?
Sells wipes, diapers, and personal care and beauty products for people from babies to adults.
10-K for FY2025, filed Feb 25, 2026
How Do They Make Money?
Retailers and third-party ecommerce customers pay for finished goods when the goods ship or are delivered, depending on the contract; payment is generally due within 30 to 45 days of shipment.
10-K for FY2025, filed Feb 25, 2026For retail and third-party ecommerce sales, the Company’s performance obligation consists of the sale of finished goods to retailers and…View ↗
$371.3M
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10-K for FY2025, filed Feb 25, 2026
$371.3M ↗
Who Are Their Customers?
Retailers and third-party ecommerce customers buy products for resale through stores and their own websites. Honest.com previously sold directly to consumers, but the company has ended website sales.
10-K for FY2025, filed Feb 25, 2026The Company sells its products through retail and third-party ecommerce customers, who resell the Company’s products through traditional…View ↗
Do Revenues Turn Into Profits?
Not on paper. It lost $15.7M in FY2025, but brought in more cash than it spent: $13.6M of free cash flow.
10-K for FY2025, filed Feb 25, 2026
−$18.5MView ↗
10-K for FY2025, filed Feb 25, 2026
−$15.7MView ↗
10-K for FY2025, filed Feb 25, 2026
$13.6MView ↗
How Are They Changing?
Growing. Revenue grew 17% in 4 years, from $318.6M in FY2021 to $371.3M in FY2025, about 4% a year.
Direct online sales
The older report describes Honest.com as a direct sales and subscription channel alongside third-party ecommerce. The latest report says Honest.com no longer fulfills orders and instead directs shoppers to retailers and third-party ecommerce sites.
10-K for FY2022, filed Mar 16, 2023 10-K for FY2025, filed Feb 25, 2026Effective December 31, 2025, we have transitioned away from Honest.com as a shipping and fulfillment channel, while maintaining Honest.com…View ↗
Apparel exit
The older report lists baby clothing among its household and wellness products; the latest report says the company is exiting apparel.
10-K for FY2022, filed Mar 16, 2023 10-K for FY2025, filed Feb 25, 2026Honest Growth”) which builds upon our original Transformation Pillars of Brand Maximization, Margin Enhancement and Operating Discipline.…View ↗
Geographic focus
The older report describes retail presence across the United States, Canada, and Europe; the latest report says it is focusing resources on the United States and has exited products in Europe, Asia, and Canada.
10-K for FY2022, filed Mar 16, 2023 10-K for FY2025, filed Feb 25, 2026Retail Channel. In 2022, we generated 55% of revenue through our Retail channel via strategic partnerships with leading omnichannel…View ↗
Focusing our resources on the United States, which included the exit of our low-margin products in Europe and Asia in 2023 and, most…View ↗
Who Do They Compete With?
Competes with ZURU Edge, WaterWipes UC, DUDE Wipes, Edgewell Personal Care, Kimberly-Clark, The Clorox, Unilever, Estée Lauder, L’Oréal, Pacifica Beauty, and Procter & Gamble
10-K for FY2025, filed Feb 25, 2026The markets in which we operate are highly competitive and rapidly evolving, with many new brands and product offerings emerging in the…View ↗
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