Los Angeles Business Journal

Honest Co. Partners with Target

By Omar Shamout Friday, May 30, 2014

Santa Monica’s Honest Co., an online retailer co-founded by actress Jessica Alba to sell eco-friendly products, has partnered with Target Corp. to sell its wares in stores nationwide, with an expanded line available on Target.com.

Target stores will carry Honest Co. diapers, wipes and personal care items including face and body lotion, as well as hair-care and household products. Target.com will sell exclusive items such as bug spray, diaper displays, fruit and veggie wash, dish towels and more.

Products range in price from $4.95 to nearly $125.

Though Honest Co. was founded in 2012 as an e-commerce startup, co-founder and Chief Executive Brian Lee said the company thinks more broadly.

“Although the bulk of our revenue comes from e-commerce and mobile commerce we do not define ourselves as an e-commerce company,” Lee said in an interview.

The eco-friendly seller has partnerships with other brick-and-mortar stores, including Nordstrom, Buy Buy Baby, Whole Foods and Gelson’s.

Honest Co. previously announced that it saw $8.5 million in December revenue.

“And we’ve grown since then,” Lee said.