Following record sales and profits in the fourth quarter of 2023, The Honest Company has announced that its founder Jessica Alba will step down from her role as chief creative officer as she shifts her creative energy to new endeavors. She will continue to provide her support and leadership as a member of Honest’s board of directors.

“As we reimagined the future of the business, we benefited greatly by having insights from our Founder Jessica Alba. A true visionary, Jessica founded Honest with a desire to bring a higher standard for clean ingredients and sustainable design to baby and personal care products,” says CEO Carla Vernón. “I offer our deep appreciation on behalf of the management team, our board of directors and generations of Honest employees for Jessica’s leadership through the years. I am pleased Jessica will remain an advisor in her role as a member of our board of directors. And, as she shifts her focus to exciting new ventures, we will be cheering her on.”

Alba founded the Honest Company in 2012 and listed it on the NASDAQ exchange in 2021. During the fourth quarter of 2024, the company reported sales growth of 10% to $90 million. Its largest market segment, diapers and wipes, grew 15% to $57.3 million driven by new distribution, price increases and strong sales velocity in wipes. Revenue in the category grew 9% to $218,000.

“When I created The Honest Company, I set out to change the consumer product industry and I can proudly say, we did just that,” says Alba. “Honest has been a true labor of love for me – one that showed me what’s possible when you infuse purpose into business. While there never would have been an easy time to make this decision, I know we have a leadership team in place to advance my founding vision and protect Honest’s reputation as an industry changemaker. As I transition, I look forward to contributing to the company’s success in my role on the board of directors as I redirect my focus on new projects and passions.”