Jessica Alba’s Ecommerce Startup Story: The Honest Company

YCC Story

When Jessica Alba was pregnant she read a book called Healthy Child Healthy World: Creating a Cleaner, Greener, Safer Home by Christopher Gavigan. In the book, Alba learned that most products are toxic, even baby products. Knowing she was going to be a mom, she knew that she had a responsibility to care for her baby and came up with the idea to create The Honest Company. Alba once said, “I was really inspired by my children. Being a mom and wanting the best, healthiest environment for my child to grow up in.” The Honest Company provides non-toxic baby products such as diapers and baby wipes.

The company originally started as a subscription service but over the years grew into an ecommerce store. As popularity continued to grow, an expansion into physical retail soon developed. According to The Wall Street Journal, in 2015 a new round of funding meant that the company was valued at $1.7 billion. Today, the company has recently hired a new CEO, Nick Vlahos, who is expected to transition the company into an omni-channel brand.

The big takeaway in Alba’s ecommerce startup story is to find an underserved market. She knew from experience that it was difficult finding an organic baby product company that she could trust. With her company, she developed a new niche to cater to an underserved market which led to her rapid success. She also grew the company’s sales channels as her business grew.


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