Behind The Brand Strategy at The Honest Company

As parents, we were utterly frustrated trying to find the perfect products for our babies and homes. We both wanted an ideal: not only effective, but unquestionably safe, eco-friendly, beautiful, convenient, and affordable. And, everyone should have it. We believe every baby deserves the best we can create for them. We are dreamers. But, more importantly, we are doers. So, we tried to think of all the qualities we would want in a dream brand – savvy style, sustainability, and extraordinary service & convenience all wrapped in a passion for social goodness, tied with a bow of integrity and sprinkled with a little cheeky fun. We knew it wouldn’t be easy juggling all these demands, but we’re parents, we’re used to multi-tasking.

First of all, we make some of the safest products you will find in the marketplace, as well as effective— they have to work. Second, we pay close attention to the environmental impacts of our packaging, shipping, and all other aspects of our business. The Honest Company uses ground shipping which has a 60% less impact than air. Shipping goes directly to the consumer which also reduces transportation impacts. The Honest Company works with the UPS, which is now a carbon neutral company. Our packaging is 30% post consumer recycled and the package is 100% recyclable. We use sustainably sourced materials in our diapers and organic ingredients in our body care products. And, we’re constantly striving to improve. Third, we strongly believe in paying it forward and currently a portion of our profits is donated to Baby2Baby, a nonprofit that provides diapers and other essential baby gear to families in need. Fourth, we are committed to educating and empowering others (whether they are buying our products or not) to live “an honest life” – reflective of the core values of our company. It’s good for everyone to live healthier, more eco-friendly, kinder, and happier.

Our vision is to expand into more and more consumer product categories so we really become a one-stop shop for people to find safer, better products. One trusted source. One convenient service.

  • Create a culture of honesty
  • Make beauty
  • Outperform
  • Service matters
  • Sustain life
  • Be accessible
  • Give back more
  • Fun

We do every day! At the Honest Company, we encourage everyone to find their own personal path for living healthier, kinder and more eco-friendly. We accept people’s flaws and encourage people to always do better.

For being an innovator, trailblazer, and change-maker for a better world. Exactly what that goal entails changes almost daily as we get feedback from all over the world about how much people not only want the kinds of products we’re creating, but how much they love and support our philosophy and ethos. We’ve certainly struck a chord and we’re ecstatic to watch the Honest movement grow.

Together, we can make it better. And that applies to everything from our products and service all the way to global things like children’s health and the environment. We believe in truly engaging the public in our business, listening to all recommendations, and working together as a collective force to make a more honest, healthy, happy world.

The aesthetic is very modern and fresh and beautiful, but the concept is that even the most mundane things can still be delightful. Just because something’s eco-friendly doesn’t mean it has to be brown and bland. And, whether you’re changing diapers all day or cleaning the house, why not have products that you like to look at? Even the boxes we ship our products in have been meticulously designed to make a person feel special and maybe even smile when they see that package on their doorstep. It’s about taking every opportunity to make someone’s day a little better.