Jessica Alba’s Honest Company has had a bumpy ride since its inception in 2012. But the company just landed a $200 million investment and announced a bunch of big changes.
The Honest Company, which started with household products and baby items with an emphasis on “clean” ingredients, launched the Honest Beauty line in 2015.
Hair products came in 2016, and a millennial-focused skin care line launched last year.
Starting in July, Honest Beauty will be completely overhauled, according to WWD, which notes that the company’s biggest demographic for beauty products is moms ages 25 to 35.
The beauty line will relaunch with fewer products, new formulations, new packaging, simplified product names, and a lower price point.
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