Company News, Marketing News

Honest Beauty Rolls into Ulta

Jessica Alba's brand keeps building momentum.


By: Tom Branna

Honest Beauty Rolls into Ulta

From clicks to bricks. Later this month, Honest Beauty expands distribution from its website to 250 Ulta Beauty stores. Honest Beauty is a division of The Honest Company, a privately-held lifestyle brand based in Santa Monica, CA, founded by Actress Jessica Alba in 2012. Honest Beauty’s lineup ranges from diapers to home care to personal care and has annual sales in excess of $200 million.

Chris Thorne, chief marketing officer, The Honest Company, told Cosmetic Executive Women that the partnership with Ulta made sense the retailer is focused on personalized service. At the same time, he noted that social media will play a big role in the rollout to retail. Thorne also said that Honest Beauty’s 1,000 square foot pop-up store at The Grove shopping center in Los Angeles will continue to operate through 2016.
What's more, Alba is working with Goldman Sachs Group Inc. and Morgan Stanley on an initial public offering, according to Bloomberg. The company is valued at $1.7 billion, following a round of funding over the summer that boosted the startup’s value by more than 50% over the previous year.

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