Jessica Alba to step down from The Honest Company

​Jessica Alba founded Honest in 2012, however she recently revealed that she will stand down as Chief Creative Officer of the brand. 

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Despite stepping down from her main role, she will continue to serve on the brand's board of directors.

Jessica shared the following message with more than 20 million of her Instagram followers. 
“It is with a grateful heart that I am stepping down from my leadership role as Chief Creative Officer”. In the comments, supporters praised Jessica as “The OG celeb beauty brand founder!”.  Jessica continued by saying “Building honest has been a true labour of love. The journey has been the ride of a lifetime, one that only existed in my wildest dreams”. Jen Atkin, a celebrity hair stylist, praised Alba for being a lead example and paving the way for others in the industry. 

​Readers of The Beautified Guide will be most familiar with Honest from its natural makeup line, "Honest Beauty," which is available through Look Fantastic and Boots. 

​​Though it was formerly valued at more than $1 billion USD, the Honest brand has faced numerous setbacks recently. ​The Wall Street Journal accused Honest of having "a significant amount of sodium lauryl sulphate" in a laundry detergent, its share prices had dropped, it was the subject of litigation alleging the brand was mislabeling products, and customers were complaining that they were "getting fried" after using Honest sunscreen.

​The Honest Company then appointed Carla Vernón as CEO in 2023 with the intention of increasing profitability by 2024. It remains to be seen if Carla's hiring as CEO and Alba's departure as CCO will benefit the business. Following Jessica's statement today, shares have already dropped by just over 7%.

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Jessica Alba's Full Statement