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Upturn AI Summary - About
Honest Company Inc(HNST)
Advisory History & Simulated Performance *
*as per simulation (see disclosures)- ALL
- 1Y
- 1M
- 1W
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- PASS (Skip)
Stock price based on last close Advisory Performance History (Simulated)
Upturn Advisory & Investor View for HNST
11/06/2026: HNST (3-star) is currently NOT-A-BUY. Pass it for now.
The Honest Company is a consumer-focused, mission-driven brand specializing in clean personal care and baby products. It maintains a leading position in the 'clean-label' niche, balancing an omnichannel strategy between direct-to-consumer and retail sales. The primary investment story rests on the company's ability to drive profitability through operational efficiencies and product expansion after an initial period of rapid growth. Investors must monitor risks related to intense competition from major CPG incumbents and the company's ability to scale margins effectively. The stock may interest growth-oriented investors looking for exposure to the wellness trend, though it is not a traditional dividend play and remains sensitive to market volatility.
How to Read the Upturn Advisory
The Upturn Star Rating and the current BUY, SELL, or PASS advisory are generated by Upturn’s AI advisory engine based on proprietary signal analysis, price behavior, advisory history, and historical signal performance.
Company fundamentals, valuation, risks, and news provide supporting context about the business.
Investor Fit
| Investor style | Fit | Why |
|---|---|---|
| Growth investor | Mixed fit | The company is in a transition phase, making it a potential but unproven growth story. |
| Momentum investor | Weak fit | Current stock performance signals lack the necessary sustained upward momentum. |
| Value investor | Mixed fit | Valuation depends heavily on the successful execution of profitability targets. |
| Dividend investor | Weak fit | The company does not pay dividends and focuses capital on growth. |
| Low-risk investor | Weak fit | Volatility and competitive pressures present risks not suitable for low-risk portfolios. |
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Price volatility | High | The stock's limited liquidity and growth-stage nature result in significant price fluctuations. |
| Valuation risk | Medium / high | Market sentiment heavily influences valuation, which can disconnect from fundamental performance. |
| Competition risk (CPG sector) | High | Dominant competitors can use pricing and shelf space to squeeze smaller, mission-driven brands. |
| Business quality | Medium | While brand strength is high, consistent profitability and scale remain challenges. |
| Dividend income | Low / none | Investors should not expect any income from dividends at this stage of the company lifecycle. |
| Execution risk | Medium / high | Successfully transitioning to a profitable, efficient scale requires flawless operational execution. |
Price Behavior
Rolling Over
The price momentum is slowing down and beginning to turn downward.
Extreme Price Shocks
The stock has experienced exceptionally large and disruptive price movements during the period.
Analysis of Past Performance
Type Stock | Historic Profit 246.45% | Avg. Invested days 39 | Today’s Advisory PASS |
Upturn Advisory Rating  | Upturn Advisory Performance  4.0 | Stock Returns Performance  5.0 |
| Profits based on simulation | Last Close 11/06/2026 |
Upturn Scorecard
Upturn Star Rating 
Company Fundamentals
Financial Health Rating
Growth Momentum Score
Ownership
Top 5 Institutional Investors
Unit Economics (Per $1K Revenue)
Economic Dimensions
Quantitative Style Profile
Style Classification
Quality Focused
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 509.43M USD | Price to earnings Ratio 6.77 | 1Y Target Price 5.2 |
Price to earnings Ratio 6.77 | 1Y Target Price 5.2 | ||
Volume (30-day avg) 2.0M shares | Beta 2.47 | 52 Weeks Range 2.07 - 6.01 | Updated Date 11/08/2026 |
52 Weeks Range 2.07 - 6.01 | Updated Date 11/08/2026 | ||
Dividends yield (FY) - | Basic EPS (TTM) 0.69 |
How Company Makes Money
| Business area | What it includes | Retail investor read |
|---|---|---|
| Diapers and Wipes | Subscription and retail sales of baby care essentials. | This is the company's core engine for recurring revenue. |
| Skin and Personal Care | Retail and online sales of lotions, shampoos, and beauty products. | This segment is essential for brand diversification. |
| Geography (North America) | Primary operations are concentrated in the US and Canada. | Most revenue is generated in North America, highlighting exposure to regional consumer trends. |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Earnings Date
Report Date 2026-11-05 | When After Market | Estimate 0.0002 | Actual 0.03 |
Profitability
Profit Margin 23.47% | Operating Margin (TTM) 2.71% |
Management Effectiveness
Return on Assets (TTM) 1.81% | Return on Equity (TTM) 34.6% |
Valuation
Trailing PE 6.77 | Forward PE 37.31 | Enterprise Value 404.22M | Price to Sales(TTM) 1.52 |
Enterprise Value 404.22M | Price to Sales(TTM) 1.52 | ||
Enterprise Value to Revenue 1.03 | Enterprise Value to EBITDA 25.49 | Shares Outstanding 109.08M | Shares Floating 98.26M |
Shares Outstanding 109.08M | Shares Floating 98.26M | ||
Percent Insiders 14.46 | Percent Institutions 49.95 |
Financial Metrics
🧭 Investment Snapshot
Total Revenue (Scale)
Total money earned from selling products or services before any costs. It is needed to understand the scale of the business and its ability to generate income.
Net Income (Profit)
Final profit after all expenses, interest, and taxes are deducted. It is needed to determine the overall profitability available to shareholders.
Free Cash Flow (Cash Strength)
Cash remaining after operating activities and capital expenditures, showing cash available for growth. It is needed to evaluate the company’s ability to invest, pay dividends, or reduce debt.
📈 Growth & Strength
Operating Income (Core Profit)
Profit from core operations after deducting all operating expenses. It is needed to measure how efficiently the company runs its primary business activities.
EBITDA (Cash Earnings)
Earnings before interest, taxes, depreciation, and amortization, indicating operating cash potential. It is needed to compare operating performance across companies without accounting or financing differences.
Gross Profit (Unit Profitability)
Revenue minus cost of revenue, showing profit after direct production costs. It is needed to evaluate core business profitability before overhead expenses.
🛡️ Financial Safety
Cash (Liquidity Buffer)
Total cash and cash equivalents on hand. It is needed to evaluate immediate liquidity and financial flexibility.
Total Debt (Leverage Risk)
Total debt including both short-term and long-term components. It is needed to assess the company’s leverage and financial risk.
Net Working Capital (Short-Term Health)
Current assets minus current liabilities, indicating short-term liquidity strength. It is needed to assess whether the company can meet its short-term obligations.
🧱 Balance Sheet Strength
Stockholder Equity (Net Worth)
Total equity value held by shareholders. It is needed to understand the net worth of the company from the owners’ perspective.
Total Assets (Asset Base)
The full value of everything the company owns, including cash, inventory, equipment, and investments. It is needed to understand the resource base used to generate revenue.
Income Before Tax (Pre-Tax Earnings)
Income before provision for income taxes. It is needed to analyze profitability independent of tax structures.
⚙️ Cost & Drag Factors
Cost of Revenue (Production Cost)
Direct costs required to produce and deliver the products or services sold. It is needed to assess efficiency in production and service delivery.
Total Operating Expenses (Operating Cost)
Indirect costs of running the business such as salaries, marketing, and administration. It is needed to understand how much it costs to sustain ongoing business operations.
Income Tax Expense (Tax Drag)
Amount of taxes paid or payable to the government. It is needed to evaluate the impact of taxation on overall profitability.
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