Who owns Honest?
Honest is owned by The Honest Company (the United States, NASDAQ: HNST).[1]
Evidence: The Honest Company, Inc. Annual Report on Form 10-K filed 2026-02-25, SEC EDGAR, 25 February 2026. Verified from filings; last checked .
Key facts
- Current owner
- The Honest Company, Inc. verified
- Owner HQ
- 🇺🇸 United States, Los Angeles
- Origin
- 🇺🇸 United States, Los Angeles
- Founded
- 2012
- Category
- Personal care & beauty › Baby care › Baby & child toiletries
- Parent ticker
- NASDAQ: HNST
- Last verified
- · 1 sources
About Honest
Honest is a brand of wipes, diapers, baby personal care and adult skin care, sold on a promise that the company formulates without a published list of more than 3,500 chemicals and materials, including parabens and synthetic fragrances. Its wipes are plant-based and more than 99 per cent water. The Honest Company owns the Honest and The Honest Co. trademarks; under a licence agreed on 1 June 2026, clothing, bedding and footwear carrying the Honest Baby name are made and sold by a licensee, not by the company itself.
What The Honest Company's annual report says about Honest
Sentences about Honest from The Honest Company's latest annual filing[1], copied word for word.
Business Overview of Business Founded in 2012, The Honest Company (the "Company," or "Honest," or which may also be referred to as "we," "us" or "our") is a personal care company dedicated to creating cleanly-formulated and sustainably-designed products for everyone from babies to adults.
Effective December 31, 2025, we have transitioned away from Honest.com as a shipping and fulfillment channel, while maintaining Honest.com as a resource for educating consumers, showcasing our complete product portfolio, and driving consumers to purchase through our leading retailers and their websites, and third-party ecommerce sites.
In 2023, we executed a broad-based Transformation Initiative designed to build the Honest brand and drive growth in higher-margin areas of the portfolio, strengthen our cost structure, drive focus on the most productive areas of our business, deliver greater impact from brand-building investments, and improve executional excellence across the enterprise.
Ownership timeline of Honest
- Current owner The Honest Company [1] verified
Where Honest sits in The Honest Company
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full The Honest Company ownership tree →
Other brands in baby & child toiletries, and who owns them
The 17 brands in baby & child toiletries on Brandtree belong to 11 owners. The largest is Kino Indonesia, with 4.
| Brand | Owner | Owner based in |
|---|---|---|
| B&B | Kino Indonesia | 🇮🇩 Indonesia |
| Babo Botanicals | Expanscience | 🇫🇷 France |
| Childs Farm | PZ Cussons | 🇬🇧 United Kingdom |
| My Baby | Tempo Scan | 🇮🇩 Indonesia |
| Becutan | Alkaloid | 🇲🇰 North Macedonia |
| Fiocchi di Riso | Artsana | 🇮🇹 Italy |
| Dodie | H&H Group | 🇭🇰 Hong Kong |
| Bübchen | Katjes International | 🇩🇪 Germany |
About the owner: The Honest Company
The Honest Company is a publicly listed company headquartered in Los Angeles, United States, founded in 2012. Brandtree records 1 brand under its control, and it is listed as NASDAQ: HNST.
The Honest Company is a Los Angeles personal care company founded in 2012 that sells wipes, diapers, baby personal care and skin care under a single brand. It is listed on Nasdaq and sells through retailers, having added Target in 2014, Amazon in 2017 and Walmart in 2022. Jessica Alba, the actress long associated with the brand, left her role as chief creative officer on 9 April 2024. Under a restructuring approved in October 2025 the company stopped shipping orders from its own website at the end of that year and left the apparel category, which it licensed to another company in June 2026.
The Honest Company: full profile, brands and acquisition history →
🇺🇸 Honest and other American brands
Brandtree records a controlling owner for 2,399 brands that began in the United States. 461 of them (19%) are now controlled by a company headquartered in another country; Honest is not one of them.
Frequently asked questions
Who is the parent company of Honest?
The parent company of Honest is The Honest Company, a publicly listed company headquartered in the United States.
Is Honest American?
Yes. Honest originated in the United States in 2012 and its owner, The Honest Company, is also headquartered in the United States.
Is Honest still owned by The Honest Company?
Yes. As of 11 October 2026, Honest is still owned by The Honest Company. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] The Honest Company, Inc. Annual Report on Form 10-K filed 2026-02-25 — SEC EDGAR, SEC Form 10-K, published 25 February 2026; retrieved 2 October 2026.
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