The Honest Company has named Dave Loretta, seasoned finance executive, as tis next Chief Financial Officer, effective September 25, 2023.

“I am pleased to have Dave join Honest as our Chief Financial Officer. He brings a strong track record of driving financial strength and scale across a wide range of modern companies with innovative business models. Dave’s deep knowledge of premium retailing, consumer-centric digital experiences, investor relations, and core financial fundamentals set him apart. As a seasoned public-company CFO with an entrepreneurial spirit, Dave will make a strong addition to our team as we continue scaling Honest to become a larger, more vibrant, and more widely available brand than it is today,” says Carla Vernón, CEO of The Honest Company. “As a leader that has successfully grown revenue at a public company by more than 80%, we’re confident that Dave has what it takes to drive our transformation forward with improved cash flow, increased profitability and higher shareholder value.”

Reporting directly to Vernón, Loretta will work alongside Honest’s executive leadership team and lead the finance, accounting and investor relations organizations. As CFO, he will also work hand-in-hand with leadership to continue strategically executing the Company’s Transformation Initiative, focused on Brand Maximization, Margin Enhancement and Operating Discipline.

With more than 25 years of experience, Loretta most recently served as SVP, Chief Financial Officer of Duluth Trading (DLTH). He joined the company in 2017, two years after its Initial Public Offering, and has since helped grow the business from $400 million in revenue to $700 million. Prior to his leadership role at Duluth Trading, Loretta spent more than 14 years in a series of roles at Nordstrom and Restoration Hardware, where he developed deep retail and consumer product knowledge.

“I firmly believe Honest is a trailblazing brand driven by a talented and passionate team with an incredible growth runway ahead. I look forward to rolling up my sleeves at this pivotal time in the Company’s journey and shepherding the financial strategy of the business forward,” said Loretta, incoming Chief Financial Officer of The Honest Company. “Working hand-in-hand with Carla, the leadership team and the entire finance team, I am confident in what’s ahead as we work to execute on the near-term goals of the Transformation Initiative and create shareholder value in the long run.”