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Honest Company Inc (HNST)



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Upturn Advisory Summary
07/03/2025: HNST (4-star) is currently NOT-A-BUY. Pass it for now.
1 Year Target Price $7.17
1 Year Target Price $7.17
4 | Strong Buy |
1 | Buy |
2 | Hold |
0 | Sell |
0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit 121.06% | Avg. Invested days 31 | Today’s Advisory PASS |
Upturn Star Rating ![]() ![]() | Upturn Advisory Performance ![]() | Stock Returns Performance ![]() |
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Key Highlights
Company Size Small-Cap Stock | Market Capitalization 567.72M USD | Price to earnings Ratio - | 1Y Target Price 7.17 |
Price to earnings Ratio - | 1Y Target Price 7.17 | ||
Volume (30-day avg) 7 | Beta 2.38 | 52 Weeks Range 2.89 - 8.97 | Updated Date 07/4/2025 |
52 Weeks Range 2.89 - 8.97 | Updated Date 07/4/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) -0.02 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin -0.38% | Operating Margin (TTM) 2.58% |
Management Effectiveness
Return on Assets (TTM) -0.68% | Return on Equity (TTM) -0.96% |
Valuation
Trailing PE - | Forward PE 26.39 | Enterprise Value 514544864 | Price to Sales(TTM) 1.46 |
Enterprise Value 514544864 | Price to Sales(TTM) 1.46 | ||
Enterprise Value to Revenue 1.32 | Enterprise Value to EBITDA 75.39 | Shares Outstanding 110237000 | Shares Floating 94925133 |
Shares Outstanding 110237000 | Shares Floating 94925133 | ||
Percent Insiders 13.09 | Percent Institutions 61.92 |
Upturn AI SWOT
Honest Company Inc
Company Overview
History and Background
The Honest Company, Inc. was founded in 2012 by Jessica Alba with a mission to create safe and effective consumer products. Initially focused on baby and household products, the company aimed to provide eco-friendly and transparent alternatives to conventional brands. Honest went public in May 2021.
Core Business Areas
- Diapers and Wipes: Diapers, wipes, and other baby care essentials. These are core to their early business, and still continue to be a part of their revenue.
- Skin and Personal Care: Skincare, bath & body products, and beauty products for adults and children.
- Household and Cleaning: Cleaning products, laundry detergents, and other home essentials.
Leadership and Structure
Carla Vernu00f3n serves as the Chief Executive Officer. The company operates with a functional organizational structure, with departments focused on product development, marketing, sales, and operations.
Top Products and Market Share
Key Offerings
- Diapers: Eco-friendly diapers designed with plant-based materials. The diaper market is highly competitive. Competitors include Pampers (PG), Huggies (Kimberly-Clark - KMB), and generic brands. Market share data for Honest specifically in diapers is variable.
- Wipes: Plant-based wipes for various uses. Similar to diapers, the wipes market is competitive with Pampers (PG), Huggies (Kimberly-Clark - KMB) and generic brands.
- Skincare: Skincare products for babies and adults emphasizing natural ingredients. Competitors include Aveeno (JNJ), Cetaphil (Nestle) and other natural/organic skincare brands. Revenue from skincare contributes significantly to overall revenue.
Market Dynamics
Industry Overview
The consumer packaged goods (CPG) industry, particularly in the baby, personal care, and cleaning segments, is competitive and evolving with increasing demand for natural, sustainable, and transparent products.
Positioning
Honest Company positions itself as a premium, eco-conscious brand targeting consumers willing to pay more for safe and sustainable products. This differentiates them from mass-market brands but puts them in direct competition with other natural/organic brands.
Total Addressable Market (TAM)
The TAM for the clean and natural CPG market is substantial and growing. Honest is positioned to capture a portion of this market by focusing on product innovation and brand awareness.
Upturn SWOT Analysis
Strengths
- Strong brand reputation
- Commitment to product safety and sustainability
- Loyal customer base
- Online presence and direct-to-consumer channel
Weaknesses
- Premium pricing, which may limit market reach
- Profitability challenges
- Supply chain vulnerabilities
- Reliance on brand image which can be damaged by product issues
Opportunities
- Expansion into new product categories
- Increased penetration in existing markets
- Strategic partnerships with retailers
- Growing demand for sustainable products
Threats
- Intense competition from established CPG brands
- Economic downturns impacting consumer spending
- Changes in consumer preferences
- Increased scrutiny from regulatory bodies
Competitors and Market Share
Key Competitors
- PG
- CL
- KMB
- CHD
Competitive Landscape
Honest competes primarily on brand image and product differentiation, emphasizing natural ingredients and sustainability. Their advantages include a loyal customer base. Disadvantages include premium pricing and relatively smaller market share compared to established players.
Growth Trajectory and Initiatives
Historical Growth: Cannot compute without actual figures.
Future Projections: Analysts' estimates are needed. Cannot compute without actual figures.
Recent Initiatives: Focus on improving profitability, streamlining operations, and launching new product lines.
Summary
The Honest Company boasts a strong brand and commitment to safe and sustainable products, attracting a loyal customer base. However, premium pricing and profitability challenges present ongoing concerns. Opportunities exist in expanding product lines and markets, but intense competition and economic fluctuations pose potential threats.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company Website
- Sec Filings
- Market Research Reports
- Publicly Available Information
Disclaimers:
This analysis is based on publicly available information and is intended for informational purposes only. It should not be considered financial advice. Market share data is approximate and subject to change.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Honest Company Inc
Exchange NASDAQ | Headquaters Los Angeles, CA, United States | ||
IPO Launch date 2021-05-04 | CEO & Director Ms. Carla Vernon | ||
Sector Consumer Defensive | Industry Household & Personal Products | Full time employees 164 | Website https://www.honest.com |
Full time employees 164 | Website https://www.honest.com |
The Honest Company, Inc. manufactures and sells diapers and wipes, skin and personal care, and household and wellness products. It offers baby care products, mama care products, baby clothing, and diaper bags; skin care products, including cleansers, moisturizers, serums and treatments, eye creams, and skincare kits; and face, eye, and lip makeup products, as well as makeup kits and brushes. The company also provides shower and bath products, hair care, face and body lotion, body care kits, and vitamins and supplements. In addition, it sells its products through digital and retail sales channels, such as its website and third-party ecommerce sites, as well as brick and mortar retailers. The Honest Company, Inc. was incorporated in 2011 and is headquartered in Los Angeles, California.
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