HNST on Nasdaq

The Honest Company

Logo: The logo is from the following website: https://www.honest.com/ https://www.honest.com/, Non-free logo, via Wikipedia4

Consumer goods company founded 2011

The Honest Company, Inc. is an American digital-first consumer goods company, based in Los Angeles and founded by actress Jessica Alba (listed in company records by her married name, Jessica Warren), Christopher Gavigan, and Brian Lee. The company had $319 million in 2021 sales, and was valued at roughly $550 million as of February 2022. Carla Vernón, Chief Executive Officer, is one of the first Afro-Latina CEOs of a U.S. publicly traded company.3 Its shares trade on Nasdaq under the symbol HNST.1 Wikipedia text CC BY-SA 4.0

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Last updated Oct 21, 2026.

Overview

2011Founded1

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  • TickerHNST on Nasdaq1
  • Industryretail1
  • HeadquartersLos Angeles1
  • Websitewww.honest.com
  • Incorporated inDE5
  • Business address12130 Millennium Dr., #500, Los Angeles, Ca 900945
  • Filer categoryAccelerated filer, Emerging growth company5

The Honest Company, Inc. is an American digital-first consumer goods company, based in Los Angeles and founded by actress Jessica Alba (listed in company records by her married name, Jessica Warren), Christopher Gavigan, and Brian Lee. The company had $319 million in 2021 sales, and was valued at roughly $550 million as of February 2022. Carla Vernón, Chief Executive Officer, is one of the first Afro-Latina CEOs of a U.S. publicly traded company. The Honest Company has raised multiple rounds of venture capital, and went public via an initial public offering in May 2021, generating over $100 million in capital. Honest serves the United States, China, Canada, and Europe.3

Financials

From the company’s reports to the SEC. Every number links to the filing it came from.

Key numbers, fiscal 2025

33.3%Gross margin7
-5.0%Operating margin7
-4.2%Net margin7
-1.9%Revenue growth, 20257
-9.2%Return on equity7
$13.6MFree cash flow7

Where the money goes

Where each dollar of revenue went, fiscal 2025

  • Cost of revenue67¢$247.6M
  • Research and development2¢$7.3M
  • Selling, general and admin21¢$79.5M
  • Other costs10¢$36.7M
  • Income tax0¢$204.0K

Out of $371.3M in revenue.7 The company lost money this year.

Where each dollar of operating cash went, fiscal 2025

  • Capital spending10¢$1.5M
  • Kept or used elsewhere90¢$13.6M

Out of $15.1M of cash from operations.7

Financial statements

Revenue8910117$371.3M in 2025+58% since 2019
0$100.0M$200.0M$300.0M$400.0M2019: $235.6M$235.6M20192020: $300.5M$300.5M2020+28%2021: $318.6M$318.6M2021+6%2022: $313.7M$313.7M2022−2%2023: $344.4M$344.4M2023+10%2024: $378.3M$378.3M2024+10%2025: $371.3M$371.3M2025−2%
Gross profit8910117$123.8M in 2025+63% since 2019
0$50.0M$100.0M$150.0M2019: $75.9M$75.9M20192020: $107.9M$107.9M2020+42%2021: $109.2M$109.2M2021+1%2022: $92.3M$92.3M2022−15%2023: $100.5M$100.5M2023+9%2024: $144.7M$144.7M2024+44%2025: $123.8M$123.8M2025−14%
Operating income8910117-$18.5M in 2025−41% since 2019
-$60.0M-$40.0M-$20.0M02019: -$31.5M-$31.5M20192020: -$13.5M-$13.5M2020−57%2021: -$36.8M-$36.8M2021+172%2022: -$49.8M-$49.8M2022+35%2023: -$38.9M-$38.9M2023−22%2024: -$6.3M-$6.3M2024−84%2025: -$18.5M-$18.5M2025+192%
Net income8910117-$15.7M in 2025−50% since 2019
-$60.0M-$40.0M-$20.0M02019: -$31.1M-$31.1M20192020: -$14.5M-$14.5M2020−53%2021: -$38.7M-$38.7M2021+167%2022: -$49.0M-$49.0M2022+27%2023: -$39.2M-$39.2M2023−20%2024: -$6.1M-$6.1M2024−84%2025: -$15.7M-$15.7M2025+156%

Every line of the income statement as filed: the last 3 fiscal years, latest first.7

Period ending2025-12-312024-12-312023-12-31
Revenue$371.3M$378.3M$344.4M
Cost of revenue$247.6M$233.7M$243.8M
Gross profit$123.8M$144.7M$100.5M
Selling, general and administrative$79.5M$99.0M$94.6M
Marketing$51.2M$45.1M$36.4M
Restructuring$4.2M$0$2.2M
Research and development$7.3M$6.9M$6.2M
Total operating expenses$142.2M$151.0M$139.4M
Operating loss-$18.5M-$6.3M-$38.9M
Interest and other income (expense), net$3.0M$282.0K-$254.0K
Loss before provision for income taxes-$15.5M-$6.0M-$39.2M
Effective tax rate$204.0K$75.0K$75.0K
Net loss-$15.7M-$6.1M-$39.2M
Basic (in USD per share)-$0.14-$0.06-$0.42
Diluted (in USD per share)-$0.14-$0.06-$0.42
Basic (in shares)111.2M shares100.2M shares94.5M shares
Diluted (in shares)111.2M shares100.2M shares94.5M shares
Unrealized gain on short-term investments, net of taxes$0$0$32.0K
Comprehensive loss-$15.7M-$6.1M-$39.2M

Compare The Honest Company with another company

Corporate structure

The Honest Company sits at the top of its group. 1 entity, 1 country on record. Switch between the flow chart and the network, and select any entity to see its details.

Major holders of The Honest Company

  • The Honest Company Los Angeles

Built from major holders from Schedules 13D and 13G. Each entity in the chart links to its source.

What it owns

What The Honest Company reports owning in its annual reports to the SEC: buildings, land and equipment, real estate and locations, investments, intangible assets and inventory, at the end of its latest fiscal year and a year before.

Property and equipment

ItemLatestA year beforeChange
Finance-lease assets$011 Dec 31, 2024$17.0K11 Dec 31, 2023−100.0%
Operating-lease assets (leased space)$11.4M7 Dec 31, 2025$17.2M7 Dec 31, 2024−34.2%

Investments

ItemLatestA year beforeChange
Cash and cash equivalents$89.6M7 Dec 31, 2025$75.4M7 Dec 31, 2024+18.8%

Intangibles and goodwill

ItemLatestA year beforeChange
Goodwill$2.3M7 Dec 31, 2025$2.2M7 Dec 31, 2024+1.7%
Intangible assets, net (excluding goodwill)$162.0K7 Dec 31, 2025$235.0K7 Dec 31, 2024−31.1%
Finite-lived intangibles, gross$1.1M7 Dec 31, 2025$1.1M7 Dec 31, 20240%
Accumulated amortization$905.0K7 Dec 31, 2025$832.0K7 Dec 31, 2024+8.8%
Finite-lived intangibles, net$162.0K7 Dec 31, 2025$235.0K7 Dec 31, 2024−31.1%

Inventory

ItemLatestA year beforeChange
Inventory, total$72.5M7 Dec 31, 2025$85.3M7 Dec 31, 2024−15.0%

Properties, in its own words

We lease our corporate headquarters located at 12130 Millennium Drive #500, Los Angeles, California, in a LEED certified building where we occupy approximately 46,518 square feet of office space pursuant to a lease that expires in February 2027. This lease provides us with an option to extend it for up to two consecutive periods of five years each. We also lease a corporate office located at 3033 Excelsior Boulevard #575, Minneapolis, Minnesota, where we occupy approximately 4,500 square feet of office space pursuant to a lease that expires in April 2031. This lease provides us with an option to extend it for an additional five years. We also lease a warehouse and distribution facility located in Las Vegas, Nevada where we occupy approximately 570,000 square feet pursuant to a lease that expires in December 2027, with an option to extend this lease for up to two consecutive periods of five years each. We have a second warehouse and distribution facility in Breinigsville, Pennsylvania where we occupy approximately 335,000 square feet pursuant to a servicing agreement with GEODIS Logistics LLC (“GEODIS”). From time to time we also utilize outside storage on a short-term basis. We have two distribution partners that operate our facilities on our behalf: National Distribution Centers, LLC (“NFI”) and GEODIS. Our Las Vegas, Nevada facility is operated by NFI and our Breinigsville, Pennsylvania facility is operated by GEODIS. In total, we have approximately 930,000 square feet of facility space that we leverage to fulfill retail order and, until December 31, 2025, leveraged to fulfill DTC orders. As part of Powering Honest Growth, in December 2025, we notified GEODIS, pursuant to the terms of the contract, that we are terminating the agreement with them for the Pennsylvania warehouse use and services effective June 30, 2026. Following June 30, 2026, we will only be operating with the Nevada warehouse. We believe that our current facilities are suitable and adequate to meet our current needs.

Item 2 of the 10-K filed Feb 25, 2026.14

The story

Founded by Brian Lee, Christopher Gavigan and Jessica Alba in 2011.1

Company co-founder Jessica Alba was inspired by the 2008 birth of her first child and her own history of childhood illnesses to create a company that provided an alternative to baby products with ingredients such as petrochemicals and synthetic fragrances. The company was launched in 2012 with 17 products.

In 2013, The Honest Company's sales reached $50 million. Honest raised $70 million from venture capitalists in the summer of 2014 in preparation for an initial public offering. The financing put a value on the company of $1 billion. Prior to the 2014 round of financing led by Wellington Management Company, the company had raised $52 million in financing from ICONIQ Capital, General Catalyst Partners, Institutional Venture Partners and Lightspeed Venture Partners.

In 2016, The Honest Company moved its headquarters from Santa Monica to the Playa Vista neighborhood of Los Angeles. The following month, it announced a new round of funding that generated an additional $100 million of venture capital, implying a valuation of $1.7 billion. In late 2015, the company acquired Alt12 Apps, the makers of popular apps such as Baby Bump, Pink Pad, and Kidfolio.

In March 2017, The Honest Company announced that Nick Vlahos would replace Brian Lee as chief executive officer. Vlahos worked on several Clorox brands, including Burt's Bees, Brita and Green Works. Brian Lee would remain on the board in an advisory role.

In October 2017, The Honest Company closed a series E round of funding. After settling two lawsuits in the summer of 2017, the valuation was set at $19.60 per share down from the Series D shares sold in 2015 at $45.75, and market value of less than $1 billion.

In April 2021, The Honest Company officially filed for an initial public offering. The company began trading on the NASDAQ exchange with ticker symbol HNST on May 5, 2021. The IPO raised $412.8 million.

In April 2024, Alba stepped down from her role as Chief Creative Officer, a leadership change that led to the removal of her name and likeness from certain packaging and a short-term market reaction in the company’s shares.

From Wikipedia’s article on The Honest Company, shared under CC BY-SA 4.0.6

Leadership

Who has led The Honest Company, and when. Pick a name to see everywhere that person has worked.

Board members and other officers (28)

Products and brands

The Honest Company offers a wide range of consumer products focused on baby care products, personal care, home cleaning, and beauty. Product lines include diapers and wipes made with sustainably harvested materials, gentle skin and body wash, lotions, shampoos, conditioners, and fragrances, many of which are free from parabens, phthalates, synthetic fragrances, and other ingredients the company excludes via its “No List”. The beauty line features skincare and color cosmetics formulated with naturally-derived ingredients, and in 2021 the company redesigned over 100 SKUs to use post-consumer recycled or "tree-free" packaging.

The Honest Company markets its products as safe and eco-friendly. The company does not use "health-compromising chemicals or compounds", including the "No List" of ingredients that it promises to never allow in its products. Whole Foods and Costco were The Honest Company's initial retail distributors. The company began selling in Target Corporation on June 15, 2014. Other stores that carried the company's products by mid 2014 included Buy Buy Baby and Nordstrom. By the end of the third quarter of 2014, the company carried 90 products. Its leading seller was diapers.

Under Vlahos's leadership as CEO, Honest Company expanded its internal laboratories and R&D team and opened a fulfillment center. In 2022, Honest expanded its retail partnerships to include Walmart, Ulta Beauty, and GNC (company). As part of the Ulta partnership, Honest released its first acne line. In the fall of 2022, the company partnered with SuperOrdinary to launch on the e-commerce platform, Tmall Global in China.

The Honest Standard

The Honest Standard is a product-safety and development protocol that governs ingredient selection, testing, manufacturing, packaging and labelling for product portfolio. Key elements include a publicly documented NO List (more than 3,500 chemicals and materials the company excludes), an ingredient-assessment process, and third-party testing and validation of formulations. Manufacturing partners are required to follow relevant Good Manufacturing Practices. The policy requires clear on-label ingredient disclosure (avoiding generic terms such as “fragrance”) and sets packaging sustainability criteria.

From Wikipedia’s article on The Honest Company, shared under CC BY-SA 4.0.6

Timeline

  1. Aug 5, 20268-K Results of operations46
  2. Jun 18, 20268-K Entered a material agreement; New debt or obligation47
  3. May 27, 20268-K Executive or director change; Shareholder vote48
  4. May 12, 20268-K Other events49
  5. May 6, 20268-K Results of operations50
  6. Apr 6, 20268-K Entered a material agreement; Ended a material agreement; New debt or obligation51
  7. Feb 25, 20268-K Results of operations; Executive or director change52
  8. Nov 5, 20258-K Results of operations; Exit or restructuring costs53
  9. Aug 6, 20258-K Results of operations54
  10. Jun 3, 20258-K Shareholder vote55
  11. May 7, 20258-K Results of operations; Executive or director change; Regulation FD disclosure56
  12. Mar 12, 20258-K Bylaws or fiscal year changed57
  13. Jan 17, 2023New chief executive Carla Vernon becomes CEO15
  14. May 4, 2021New chief executive Nikolaos A. Vlahos becomes CEO16
  15. 2011Founded Founded1

Calendar

Coming up

  1. Nov 5, 2026 · After the closeReports results for the quarter ending Sep/2026 A year earlier it reported $0.01 a share, on Nov 5, 2025.58

When it reported results

  1. Aug 5, 2026Reported quarterly or annual results46
  2. May 6, 2026Reported quarterly or annual results50
  3. Feb 25, 2026Reported quarterly or annual results52
  4. Nov 5, 2025Reported quarterly or annual results53
  5. Aug 6, 2025Reported quarterly or annual results54
  6. May 7, 2025Reported quarterly or annual results56
  7. Feb 26, 2025Reported quarterly or annual results59
  8. Jan 8, 2025Reported quarterly or annual results60

Upcoming dates from Nasdaq's calendar; past results from the company's 8-K filings (Item 2.02). The full markets calendar

Filings

600 filings to the SEC since October 2021: 5 annual reports, 15 quarterly reports, 38 major events, 340 insider forms, 27 large holders, 175 other. The latest 20:

  1. Oct 9, 20264 EDGAR
  2. Oct 8, 2026144 EDGAR
  3. Sep 15, 20264 EDGAR
  4. Sep 14, 2026144 EDGAR
  5. Aug 25, 2026144 EDGAR
  6. Aug 24, 20264 EDGAR
  7. Aug 24, 20264 EDGAR
  8. Aug 24, 20264 EDGAR
  9. Aug 24, 20264 EDGAR
  10. Aug 24, 20264 EDGAR
  11. Aug 24, 20264 EDGAR
  12. Aug 24, 20264 EDGAR
  13. Aug 21, 2026144 EDGAR
  14. Aug 20, 2026144 EDGAR
  15. Aug 20, 2026144 EDGAR
  16. Aug 20, 2026144 EDGAR
  17. Aug 20, 2026144 EDGAR
  18. Aug 20, 2026144 EDGAR
  19. Aug 20, 2026144 EDGAR
  20. Aug 20, 2026144 EDGAR

The 600 filings since October 2021 can be filtered by form type and year here when JavaScript is on.

Every filing from the last five years, summarized. The full record is on SEC EDGAR.

Insider trades

203 open-market trades by officers, directors and large owners since October 2021: 4 buys and 199 sales. Grants, option exercises and gifts are left out.

DateWhoTradeSharesPriceValueFiling
Sep 14, 2026Sternweis ThomasSVP, Enterprise Dev. & Strat.Sale25,000$5.48$137.0KForm 4
Aug 21, 2026von Kunssberg EtienneSVP, Supply ChainSale4,578$5.01$22.9KForm 4
Aug 20, 2026Sternweis ThomasSVP, Enterprise Dev. & Strat.Sale6,403$4.99$32.0KForm 4
Aug 20, 2026Sheehey BrendanGeneral CounselSale9,664$4.99$48.2KForm 4
Aug 20, 2026Mayle JonathanSVP, Customer SalesSale6,161$4.99$30.7KForm 4
Aug 20, 2026von Kunssberg EtienneSVP, Supply ChainSale2,617$4.99$13.1KForm 4
Aug 20, 2026Vernon CarlaChief Executive OfficerSale117,893$4.99$588.3KForm 4
Aug 20, 2026Bruce Curtiss James IIIChief Fin. & Operating OfficerSale3,129$4.99$15.6KForm 4
Aug 20, 2026Ball Dorria L.Chief People OfficerSale6,812$4.99$34.0KForm 4
Aug 11, 2026Turner AndreaDirectorSale29,899$5.21$155.8KForm 4
Aug 10, 2026Turner AndreaDirectorSale34,396$5.30$182.3KForm 4
Aug 10, 2026Mayle JonathanSVP, Customer SalesSale79,000$5.22$412.4KForm 4
May 22, 2026von Kunssberg EtienneSVP, Supply ChainSale4,544$3.34$15.2KForm 4
May 20, 2026von Kunssberg EtienneSVP, Supply ChainSale2,651$3.14$8.3KForm 4
May 20, 2026Vernon CarlaChief Executive OfficerSale119,389$3.14$374.9KForm 4
May 20, 2026Winchell StephenChief Innovation OfficerSale12,886$3.14$40.5KForm 4
May 20, 2026Sternweis ThomasSVP, Enterprise Dev. & Strat.Sale6,673$3.14$21.0KForm 4
May 20, 2026Sheehey BrendanGeneral CounselSale9,784$3.14$30.7KForm 4
May 20, 2026Mayle JonathanSVP, Customer SalesSale6,236$3.14$19.6KForm 4
May 20, 2026Bruce Curtiss James IIIChief Fin. & Operating OfficerSale12,669$3.14$39.8KForm 4

All 203 trades can be filtered by person here when JavaScript is on.

From Forms 4 filed with the SEC.

Major holders

Investors who own more than 5% of the shares must tell the SEC: a 13D if they may seek to influence the company, a 13G if they hold passively.

Executive pay

What the company paid its top executives, from the summary compensation table in its proxy statement. Total pay includes salary, bonus, stock and option awards and other pay, as the company valued them.

YearExecutiveAgeSalaryTotal pay
2025Ms. Carla VernónChief Executive Officer55$773.5K$4.1M69
2025Mr. Curtiss BruceChief Financial Officer53$269.2K$1.6M69
2025Mr. Etienne von KunssbergSVP, Supply Chain50$286.7K$978.2K69
2024Ms. Carla VernónChief Executive Officer55$725.0K$5.3M69

Held by these funds

The largest holders among investment managers' 13F reports for the quarter ending Jun 30, 2026, the top 25 of 100. Change is in shares since the quarter before.

FundSharesValueShare of the fundChange
BlackRock, Inc.7,011,486$25.7M0.0%+451,072
Mak Capital One LLC4,776,088$17.5M2.4%No change
Vanguard Capital Management LLC4,217,110$15.4M0.0%−31,769
ArrowMark Colorado Holdings LLC2,923,546$10.7M0.4%+375,000
Geode Capital Management, LLC2,587,170$9.5M0.0%+172,608
State Street Corp2,089,512$7.6M0.0%+194,793
Dimensional Fund Advisors LP1,788,081$6.5M0.0%+255,045
Vanguard Portfolio Management LLC1,746,239$6.4M0.0%+11,899
Portolan Capital Management, LLC1,740,146$6.4M0.2%−1,305,688
American Century Companies Inc1,651,800$6.0M0.0%+1,475,201
Ameriprise Financial Inc1,611,811$5.9M0.0%+195,300
Aqr Capital Management LLC1,498,653$5.5M0.0%+53,451
Jane Street Group, LLC1,452,739$5.3M0.0%+368,632
Marshall Wace, Llp1,437,242$5.3M0.0%−483,901
Citadel Advisors LLC1,137,705$4.2M0.0%−749,358
Goldman Sachs Group Inc995,786$3.6M0.0%+349,740
Fmr LLC956,776$3.5M0.0%+90,525
Tudor Investment Corp Et Al935,671$3.4M0.0%+426,524
Citigroup Inc905,094$3.3M0.0%+121,086
Northern Trust Corp765,857$2.8M0.0%+45,616
Vanguard Fiduciary Trust Co660,299$2.4M0.0%−38,799
Knights of Columbus Asset Advisors LLC518,485$1.9M0.1%New
Morgan Stanley509,428$1.9M0.0%+211,777
Victory Capital Management Inc467,415$1.7M0.0%+11,103
Bank of New York Mellon Corp435,962$1.6M0.0%+23,084

13F reports cover disclosed long positions in U.S. stocks only.

Members of Congress who traded it

1 trades disclosed by members of Congress. “Vs S&P since” is the stock’s change since the trade minus the S&P 500’s.

DateMemberTradeAmountVs S&P sinceFiling
May 11, 2021Tom MalinowskiDemocratic, HouseSale$15,001 - $50,000+152.4%Report

Members report amounts as ranges, not exact figures. Returns are price-only (no dividends).

SEC filer profile

How The Honest Company is registered with the Securities and Exchange Commission, from its EDGAR record and the cover page of its latest annual report.

  • Name on EDGARHonest Company, Inc.2
  • CIK0001530979
  • Employer ID (EIN)90-075020514
  • Filer statusAccelerated filer an emerging growth company; a smaller reporting company; not a shell company14
  • Incorporated inDelaware14
  • Fiscal year endsDecember 312
  • Industry code (SIC)5961 Retail-Catalog & Mail-Order Houses2
  • SEC reviewing officeOffice of Trade & Services, Division of Corporation Finance2
  • Business address12130 Millennium Dr., #500, Los Angeles, CA 900942
  • Phone(310) 917-91992
  • Shares outstanding107,284,379 as of Jul 31, 202613
  • Public float$524.1M as of Jun 30, 202514
  • AuditorPricewaterhouseCoopers LLP, Los Angeles, California PCAOB ID 238; no auditor attestation of internal control over financial reporting14
  • On EDGAR sinceSep 26, 20112
  • Filings673 in all: 4 (344), 144 (151), 8-K (41), 3 (35), 10-Q (17), SC 13G (11), DEFA14A (7), S-8 (7)2
    All 30 form types

    D (6), SC 13G/A (6), SCHEDULE 13G/A (6), 10-K (5), CORRESP (5), DEF 14A (5), ARS (4), SCHEDULE 13G (4), 4/A (3), UPLOAD (3), S-1/A (2), 144/A (1), 424B4 (1), 5 (1), 8-A12B (1), CERT (1), DEFR14A (1), DRS (1), DRS/A (1), DRSLTR (1), EFFECT (1), S-1 (1)

  • Latest filingsAnnual report (10-K) Feb 25, 2026
    Quarterly report (10-Q) Aug 5, 2026
    Proxy statement (DEF 14A) Apr 9, 2026
    Latest 8-K (8-K) Aug 5, 2026

Securities registered for trading

ClassSymbolExchange
Common Stock, $0.0001 par value per shareHNSTThe Nasdaq Stock Market LLC

From the cover page of the 10-K filed Feb 25, 2026 (Section 12(b) of the Exchange Act).14

Risk factors and legal proceedings

The risks The Honest Company names in Item 1A of its 10-K filed Feb 25, 2026: 71 risks under these headings, as written.14

  • Risks Related to Our Business, Our Brand, Our Products and Our Industry
  • Our past growth may not be indicative of our future growth and we may not be able to effectively manage our future growth or evaluate our future prospects. If we fail to effectively manage our future growth or evaluate our future prospects, our business could be adversely affected.
  • Our quarterly operating results may fluctuate, which could cause our stock price to decline.
  • Our future success depends, in part, on our ability to achieve our long-term strategy.
  • Our strategic initiatives, including as part of the Transformation Initiative and Powering Honest Growth, to reduce our costs could have short and long-term adverse effects on our business, financial condition, results of operations and prospects, could result in total costs and expenses that are greater than expected, and we may not realize the operational or financial benefits from such actions.
  • Consolidation of retail customers, the loss of a significant retail or third-party ecommerce customer or a significant change in such customer's historical purchasing patterns has in the past and could in the future negatively impact our sales and ability to achieve or maintain profitability.
  • We may be unable to accurately forecast revenue, gross margin or operating expenses and appropriately plan our expenses in the future.
  • We may not be able to compete successfully in our highly competitive market.
  • If we fail to cost-effectively acquire new consumers or retain our existing consumers, our business could be adversely affected. Our sales and profit are dependent upon our ability to expand our existing consumer relationships and acquire new consumers.
  • Overall macroeconomic trends, including due to geopolitical uncertainty, have had and may continue to have an adverse effect on our business, financial condition, results of operations and prospects.
  • If we fail to manage our inventory effectively, our business, financial condition, results of operations and liquidity may be materially and adversely affected.
  • Our inability to secure, maintain and increase our presence with retailers could adversely impact our revenue, and in turn our business, financial condition, results of operations and prospects could be adversely affected.
The other 60 risks
  • Failure to introduce new products may adversely affect our ability to continue to grow.
  • We must expend resources to maintain consumer awareness of our brand, build brand loyalty and generate interest in our products. Our marketing strategies and channels will evolve and shifts in our marketing strategies and efforts may or may not be successful.
  • Failure to leverage our brand value propositions to compete against private label products, especially during an economic downturn, may adversely affect our ability to achieve or maintain profitability.
  • If we fail to develop and maintain our brand, our business could suffer.
  • Our brand and reputation may be diminished due to real or perceived quality, safety, efficacy or environmental impact issues with our products, which could have an adverse effect on our business, financial condition, results of operations and prospects.
  • Economic downturns or a change in consumer preferences, perception and spending habits in the clean products categories, in particular, could limit consumer demand for our products and negatively affect our business.
  • If we cannot maintain our Company culture or focus on our purpose as we grow, our success and our business and competitive position may be harmed.
  • Our ability to maintain our competitive position is largely dependent on the services of our senior management and other key personnel.
  • Use of social media and influencers may adversely affect our reputation or subject us to fines or other penalties.
  • Employee litigation and unfavorable publicity could negatively affect our future business.
  • We have a history of net losses and we may not be able to achieve or maintain profitability in the future.
  • We have a limited operating history at our current scale, which may make it difficult to evaluate our business and future prospects.
  • Certain of the data that we track is subject to inherent challenges in measurement, and any inaccuracies in such data may negatively affect our business.
  • We rely on independent certification for a number of our products.
  • Our results of operations may fluctuate as a result of price concessions, promotional activities, credits and other factors.
  • Significant product returns or refunds could harm our business.
  • Our business may be adversely affected if we are unable to respond and adapt to rapid changes in technology.
  • Severe weather, including hurricanes, earthquakes and natural disasters, could disrupt normal business operations, which could result in increased costs and have an adverse effect on our business, financial condition, results of operations and prospects.
  • A disruption in our operations could have an adverse effect on our business.
  • We may incur significant losses from fraud.
  • Our ability to raise capital in the future may be limited and our failure to raise capital may limit our ability to invest in strategic priorities and grow our business.
  • The agreements governing our indebtedness require us to meet certain operating and financial covenants and place restrictions on our operating and financial flexibility. If we raise capital through additional debt financing, the terms of any new debt could further restrict our ability to operate our business.
  • We could be required to collect additional sales taxes or be subject to other tax liabilities that may increase the costs our consumers would have to pay for our products and adversely affect our operating results.
  • We may seek to grow our business through acquisitions of, or investments in, new or complementary businesses, facilities, technologies or products, or through strategic alliances, and the failure to successfully manage or execute these acquisitions, investments or alliances, or to integrate them with our existing business, could have an adverse effect on us.
  • Our ability to utilize our net operating loss carryforwards and certain other tax attributes may be limited.
  • Risks Related to Our Dependence on Third Parties
  • Our business, including our costs and supply chain, is subject to risks associated with sourcing, manufacturing, warehousing, distribution and logistics, and the loss of any of our key suppliers or logistical service providers could negatively impact our business.
  • We rely on third-party suppliers, manufacturers, retail and ecommerce customers and other vendors, and they may not continue to produce products or provide services that are consistent with our standards or applicable regulatory requirements, which could adversely affect our business, harm our brand, cause consumer dissatisfaction, and require us to find alternative suppliers of our products or services.
  • If our third-party suppliers and manufacturers do not comply with ethical business practices or with applicable laws and regulations, our reputation, business, financial condition, results of operations and prospects could be harmed.
  • If we or our distribution partners do not successfully optimize, operate and manage the expansion of the capacity of our warehouse fulfillment centers, our business, financial condition, results of operations and prospects could be adversely affected.
  • Shipping is a critical part of our business and any changes in our shipping arrangements or any interruptions in shipping could adversely affect our operating results.
  • Risks Related to Legal and Governmental Regulation
  • Health and safety incidents or advertising inaccuracies or product mislabeling may have an adverse effect on our business by exposing us to lawsuits, product recalls or regulatory enforcement actions, increasing our operating costs and reducing demand for our product offerings.
  • We are subject to extensive governmental regulation and we may incur material liabilities under, or costs in order to comply with, existing or future laws and regulation, and our failure to comply may result in enforcements, recalls, and other adverse actions.
  • Changes in existing laws or regulations or related official guidance, or the adoption of new laws or regulations or guidance, may increase our costs and otherwise adversely affect our business, financial condition, results of operations and prospects.
  • Failure by our network of retail and ecommerce partners, suppliers or manufacturers to comply with product safety, environmental or other laws and regulations, or with the specifications and requirements of our products, may disrupt our supply of products and adversely affect our business.
  • Class action litigation, other legal claims and regulatory enforcement actions could subject us to liability for damages, civil and criminal penalties and other monetary and non-monetary liability and could otherwise adversely affect our reputation, business, financial condition, results of operations and prospects.
  • Litigation or legal proceedings could expose us to significant liabilities and have a negative impact on our reputation or business.
  • Scrutiny and evolving expectations from stakeholders with respect to our ESG practices, performance, commitments and disclosures may impact our reputation, increase our costs and impact our access to capital.
  • Government regulation of the Internet and ecommerce is evolving, and unfavorable changes or failure by us to comply with these regulations could have an adverse effect on our business, financial condition, results of operations and prospects.
  • Developments in labor and employment law and any unionizing efforts by employees could have an adverse effect on our business, financial condition, results of operations and prospects.
  • Risks Related to Our Intellectual Property and Information Technology
  • We may be unable to adequately obtain, maintain, protect and enforce our intellectual property rights.
  • The loss of any registered trademark or other intellectual property could enable other companies to compete more effectively with us.
  • If we fail to comply with our obligations under our existing license agreements or cannot license rights to use technologies on reasonable terms or at all, we may be unable to license rights that are critical to our business.
  • We may be subject to claims or other allegations that we infringe, misappropriate or otherwise violate the intellectual property rights of third parties, which could result in substantial damages and diversion of management’s efforts and attention.
  • Our reliance on software-as-a-service, or SaaS, technologies from third parties may adversely affect our business and results of operations.
  • We must successfully maintain, scale and upgrade our information technology systems, and our failure to do so could have an adverse effect on our business, financial condition, results of operations and prospects.
  • Risks Related to Conducting Business Internationally
  • International trade disputes and the U.S. government’s trade policy, including recently enacted tariffs and potential new tariffs, have in the past and may in the future adversely affect our business, financial condition, results of operations and prospects.
  • Our business activities may be subject to the U.S. Foreign Corrupt Practices Act and similar anti-bribery and anti-corruption laws of other countries in which we operate, as well as U.S. and certain foreign export controls, trade sanctions, and import laws and regulations. Compliance with these legal requirements could limit our ability to compete in foreign markets and subject us to liability if we violate them.
  • Fluctuations in currency exchange rates may negatively affect our financial condition and results of operations.
  • We are subject to international business uncertainties.
  • Risks Related to Ownership of Our Common Stock
  • Our stock price has been volatile, and the value of our common stock has declined.
  • Anti-takeover provisions in our charter documents and under Delaware law could make an acquisition of our Company more difficult, limit attempts by our stockholders to replace or remove our current management and limit the market price of our common stock.
  • Our amended and restated certificate of incorporation provides that the Court of Chancery of the State of Delaware and the federal district courts of the United States will be the exclusive forums for substantially all disputes between us and our stockholders, which could limit our stockholders’ ability to obtain a favorable judicial forum for disputes with us or our directors, officers, or employees.
  • We do not intend to pay dividends for the foreseeable future and, as a result, your ability to achieve a return on your investment will depend on appreciation in the price of our common stock.
  • An active public trading market may not be sustained.
  • Future sales of our common stock in the public market could cause the market price of our common stock to decline.
  • Our issuance of additional capital stock in connection with financings, acquisitions, investments, our equity incentive plans or otherwise will dilute all other stockholders.
  • If securities or industry analysts do not publish research or publish unfavorable or inaccurate research about our business, the market price and trading volume of our common stock could decline.
  • We are an “emerging growth company,” and we cannot be certain if the reduced reporting and disclosure requirements applicable to emerging growth companies will make our common stock less attractive to investors.
  • We face increased costs as a result of operating as a public company, and our management is required to devote substantial time to compliance with our public company responsibilities and corporate governance practices.
  • We cannot guarantee that our share repurchase program will be fully consummated or that it will enhance long-term stockholder value. Share repurchases could also increase the volatility of the trading price of our stock and will reduce our cash reserves.

Legal proceedings

We are subject to various legal proceedings and claims that arise in the ordinary course of our business. Although the outcome of these and other claims cannot be predicted with certainty, we do not believe the ultimate resolution of the current matters will have a material adverse effect on our business, financial condition, results of operations or cash flows. See Note 10, “Commitments and Contingencies,” to the financial statements contained in this report for a discussion of legal proceedings that are incorporated by reference into this Item 3.

The opening of Item 3, Legal Proceedings.14

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