Honest (HNST)
Market Price (7/10/2026): $3.9 | Market Cap: $440.0 MilSector: Consumer Staples | Industry: Household Products
Honest (HNST)
Market Price (7/10/2026): $3.9Market Cap: $440.0 MilSector: Consumer StaplesIndustry: Household Products
Investment Highlights Why It Matters Detailed financial logic regarding cash flow yields vs trend-riding momentum.
Cash is significant % of market capNet D/ENet Debt/Equity. Debt net of cash. Negative indicates net cash. Equity is taken as the Market Capitalization is -18% Megatrend and thematic driversMegatrends include Sustainable Consumption, Health & Wellness Trends, and E-commerce & DTC Adoption. Themes include Eco-friendly Products, Show more. | Not profitable at operating income levelOp Inc LTMOperating Income, Last Twelve Months is -17 Mil, Op Mgn LTMOperating Margin = Operating Income / Revenue Reflects profitability before taxes and before impact of capital structure (interest payments). is -4.8% Weak revenue growthRev Chg LTMRevenue Change % Last Twelve Months (LTM) is -9.6%, Rev Chg QQuarterly Revenue Change % is -20% Valuation getting more expensiveP/S 6M Chg %Price/Sales change over 6 months. Declining P/S indicates valuation has become less expensive. is 62% Yield minus risk free rate is negativeERPEquity Risk Premium (ERP) = Total Yield - Risk Free Rate, Reflects the premium above risk free assets offered by the investment. is -8.4% Key risksHNST key risks include [1] near-term revenue declines and execution challenges from its "Transformation 2.0" strategic restructuring and [2] the risk that these investments may fail to yield anticipated benefits. |
| Cash is significant % of market capNet D/ENet Debt/Equity. Debt net of cash. Negative indicates net cash. Equity is taken as the Market Capitalization is -18% |
| Megatrend and thematic driversMegatrends include Sustainable Consumption, Health & Wellness Trends, and E-commerce & DTC Adoption. Themes include Eco-friendly Products, Show more. |
| Not profitable at operating income levelOp Inc LTMOperating Income, Last Twelve Months is -17 Mil, Op Mgn LTMOperating Margin = Operating Income / Revenue Reflects profitability before taxes and before impact of capital structure (interest payments). is -4.8% |
| Weak revenue growthRev Chg LTMRevenue Change % Last Twelve Months (LTM) is -9.6%, Rev Chg QQuarterly Revenue Change % is -20% |
| Valuation getting more expensiveP/S 6M Chg %Price/Sales change over 6 months. Declining P/S indicates valuation has become less expensive. is 62% |
| Yield minus risk free rate is negativeERPEquity Risk Premium (ERP) = Total Yield - Risk Free Rate, Reflects the premium above risk free assets offered by the investment. is -8.4% |
| Key risksHNST key risks include [1] near-term revenue declines and execution challenges from its "Transformation 2.0" strategic restructuring and [2] the risk that these investments may fail to yield anticipated benefits. |
Qualitative Assessment
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Updated on 7/9/2026
Honest (HNST) stock has gained about 35% since 3/31/2026 because of the following key factors:
1. Strong Fiscal Q1 2026 Performance Exceeding Revenue Expectations and Driving Margin Expansion.
The Honest Company (HNST) reported better-than-anticipated results for its fiscal Q1 2026, which ended on March 31, 2026. The company posted revenue of $78.1 million, surpassing analyst forecasts of $76.24 million by 2.44%. While overall revenue declined 19.7% year-over-year due to strategic exits, organic revenue, excluding these exits, increased by 3.9%. Notably, gross margin expanded significantly by 390 basis points to 42.6%, with adjusted gross margin reaching a record 43.5%, primarily driven by favorable freight costs and a beneficial product mix shift towards higher-margin wipes and personal care products. The company also achieved a free cash flow of $3.8 million, a substantial improvement from a negative $3.0 million in the prior year period, and maintained a strong cash position of $90.4 million with no debt.
2. Successful Execution of the "Powering Honest Growth" Strategy.
The "Powering Honest Growth" plan, initiated in fiscal Q4 2025 (October 2025), has been instrumental in the company's improved profitability and simplified operations. This strategic initiative involved exiting certain categories and channels to focus on higher-margin areas like wipes and personal care, which contributed to the organic revenue growth and record gross margins observed in fiscal Q1 2026. The program is anticipated to deliver $10 million to $15 million in annualized savings.
Show more
Honest (HNST) stock has gained about 35% since 3/31/2026 because of the following key factors:
1. Strong Fiscal Q1 2026 Performance Exceeding Revenue Expectations and Driving Margin Expansion.
The Honest Company (HNST) reported better-than-anticipated results for its fiscal Q1 2026, which ended on March 31, 2026. The company posted revenue of $78.1 million, surpassing analyst forecasts of $76.24 million by 2.44%. While overall revenue declined 19.7% year-over-year due to strategic exits, organic revenue, excluding these exits, increased by 3.9%. Notably, gross margin expanded significantly by 390 basis points to 42.6%, with adjusted gross margin reaching a record 43.5%, primarily driven by favorable freight costs and a beneficial product mix shift towards higher-margin wipes and personal care products. The company also achieved a free cash flow of $3.8 million, a substantial improvement from a negative $3.0 million in the prior year period, and maintained a strong cash position of $90.4 million with no debt.
2. Successful Execution of the "Powering Honest Growth" Strategy.
The "Powering Honest Growth" plan, initiated in fiscal Q4 2025 (October 2025), has been instrumental in the company's improved profitability and simplified operations. This strategic initiative involved exiting certain categories and channels to focus on higher-margin areas like wipes and personal care, which contributed to the organic revenue growth and record gross margins observed in fiscal Q1 2026. The program is anticipated to deliver $10 million to $15 million in annualized savings.
Show more
Updated on 7/9/2026
Honest (HNST) stock has gained about 35% since 3/31/2026 because of the following key factors:
1. Strong Fiscal Q1 2026 Performance Exceeding Revenue Expectations and Driving Margin Expansion.
The Honest Company (HNST) reported better-than-anticipated results for its fiscal Q1 2026, which ended on March 31, 2026. The company posted revenue of $78.1 million, surpassing analyst forecasts of $76.24 million by 2.44%. While overall revenue declined 19.7% year-over-year due to strategic exits, organic revenue, excluding these exits, increased by 3.9%. Notably, gross margin expanded significantly by 390 basis points to 42.6%, with adjusted gross margin reaching a record 43.5%, primarily driven by favorable freight costs and a beneficial product mix shift towards higher-margin wipes and personal care products. The company also achieved a free cash flow of $3.8 million, a substantial improvement from a negative $3.0 million in the prior year period, and maintained a strong cash position of $90.4 million with no debt.
2. Successful Execution of the "Powering Honest Growth" Strategy.
The "Powering Honest Growth" plan, initiated in fiscal Q4 2025 (October 2025), has been instrumental in the company's improved profitability and simplified operations. This strategic initiative involved exiting certain categories and channels to focus on higher-margin areas like wipes and personal care, which contributed to the organic revenue growth and record gross margins observed in fiscal Q1 2026. The program is anticipated to deliver $10 million to $15 million in annualized savings.
3. Share Repurchase Program Indicating Management Confidence.
In February 2026, Honest's board authorized a share repurchase plan allowing the company to buy back up to $25 million in outstanding shares. During fiscal Q1 2026, the company repurchased approximately 1.1 million shares for $3.0 million at an average price of $2.85 per share. This demonstrates management's belief in the company's intrinsic value and can provide support to the stock price by reducing the number of outstanding shares.
4. Upgraded Analyst Sentiment and Price Target Increases.
Following the positive developments, several analysts adjusted their ratings and price targets for HNST. Zacks Research, for example, upgraded Honest from a "strong sell" to a "hold" rating on March 26, 2026. As of early July 2026, the company has an average analyst rating of "Hold" from eight firms, with a consensus 1-year price target of approximately $3.47. Other analysts also set price targets ranging from $3.40 to $5.00, with a median of $4.00, implying a potential upside from recent trading prices. This shift in analyst sentiment reflects growing confidence in the company's turnaround efforts and future prospects.
Show less
Honest (HNST) stock has gained about 35% since 3/31/2026 because of the following key factors:
1. Strong Fiscal Q1 2026 Performance Exceeding Revenue Expectations and Driving Margin Expansion.
The Honest Company (HNST) reported better-than-anticipated results for its fiscal Q1 2026, which ended on March 31, 2026. The company posted revenue of $78.1 million, surpassing analyst forecasts of $76.24 million by 2.44%. While overall revenue declined 19.7% year-over-year due to strategic exits, organic revenue, excluding these exits, increased by 3.9%. Notably, gross margin expanded significantly by 390 basis points to 42.6%, with adjusted gross margin reaching a record 43.5%, primarily driven by favorable freight costs and a beneficial product mix shift towards higher-margin wipes and personal care products. The company also achieved a free cash flow of $3.8 million, a substantial improvement from a negative $3.0 million in the prior year period, and maintained a strong cash position of $90.4 million with no debt.
2. Successful Execution of the "Powering Honest Growth" Strategy.
The "Powering Honest Growth" plan, initiated in fiscal Q4 2025 (October 2025), has been instrumental in the company's improved profitability and simplified operations. This strategic initiative involved exiting certain categories and channels to focus on higher-margin areas like wipes and personal care, which contributed to the organic revenue growth and record gross margins observed in fiscal Q1 2026. The program is anticipated to deliver $10 million to $15 million in annualized savings.
3. Share Repurchase Program Indicating Management Confidence.
In February 2026, Honest's board authorized a share repurchase plan allowing the company to buy back up to $25 million in outstanding shares. During fiscal Q1 2026, the company repurchased approximately 1.1 million shares for $3.0 million at an average price of $2.85 per share. This demonstrates management's belief in the company's intrinsic value and can provide support to the stock price by reducing the number of outstanding shares.
4. Upgraded Analyst Sentiment and Price Target Increases.
Following the positive developments, several analysts adjusted their ratings and price targets for HNST. Zacks Research, for example, upgraded Honest from a "strong sell" to a "hold" rating on March 26, 2026. As of early July 2026, the company has an average analyst rating of "Hold" from eight firms, with a consensus 1-year price target of approximately $3.47. Other analysts also set price targets ranging from $3.40 to $5.00, with a median of $4.00, implying a potential upside from recent trading prices. This shift in analyst sentiment reflects growing confidence in the company's turnaround efforts and future prospects.
Show less
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Stock Movement Drivers
Fundamental Drivers
The 34.7% change in HNST stock from 3/31/2026 to 7/9/2026 was primarily driven by a 42.5% change in the company's P/S Multiple.| (LTM values as of) | 3312026 | 7092026 | Change |
|---|---|---|---|
| Stock Price ($) | 2.94 | 3.96 | 34.7% |
| Change Contribution By: | |||
| Total Revenues ($ Mil) | 371 | 352 | -5.2% |
| P/S Multiple | 0.9 | 1.3 | 42.5% |
| Shares Outstanding (Mil) | 112 | 113 | -0.3% |
| Cumulative Contribution | 34.7% |
Market Drivers
3/31/2026 to 7/9/2026| Return | Correlation | |
|---|---|---|
| HNST | 34.7% | |
| Market (SPY) | 15.6% | 17.2% |
| Sector (XLP) | 1.5% | 30.9% |
Fundamental Drivers
The 53.5% change in HNST stock from 12/31/2025 to 7/9/2026 was primarily driven by a 68.4% change in the company's P/S Multiple.| (LTM values as of) | 12312025 | 7092026 | Change |
|---|---|---|---|
| Stock Price ($) | 2.58 | 3.96 | 53.5% |
| Change Contribution By: | |||
| Total Revenues ($ Mil) | 383 | 352 | -8.1% |
| P/S Multiple | 0.8 | 1.3 | 68.4% |
| Shares Outstanding (Mil) | 112 | 113 | -0.9% |
| Cumulative Contribution | 53.5% |
Market Drivers
12/31/2025 to 7/9/2026| Return | Correlation | |
|---|---|---|
| HNST | 53.5% | |
| Market (SPY) | 10.5% | 18.6% |
| Sector (XLP) | 7.7% | 15.6% |
Fundamental Drivers
The -22.2% change in HNST stock from 6/30/2025 to 7/9/2026 was primarily driven by a -11.4% change in the company's P/S Multiple.| (LTM values as of) | 6302025 | 7092026 | Change |
|---|---|---|---|
| Stock Price ($) | 5.09 | 3.96 | -22.2% |
| Change Contribution By: | |||
| Total Revenues ($ Mil) | 389 | 352 | -9.6% |
| P/S Multiple | 1.4 | 1.3 | -11.4% |
| Shares Outstanding (Mil) | 110 | 113 | -2.9% |
| Cumulative Contribution | -22.2% |
Market Drivers
6/30/2025 to 7/9/2026| Return | Correlation | |
|---|---|---|
| HNST | -22.2% | |
| Market (SPY) | 22.7% | 25.9% |
| Sector (XLP) | 4.9% | 14.2% |
Fundamental Drivers
The 135.7% change in HNST stock from 6/30/2023 to 7/9/2026 was primarily driven by a 166.3% change in the company's P/S Multiple.| (LTM values as of) | 6302023 | 7092026 | Change |
|---|---|---|---|
| Stock Price ($) | 1.68 | 3.96 | 135.7% |
| Change Contribution By: | |||
| Total Revenues ($ Mil) | 328 | 352 | 7.3% |
| P/S Multiple | 0.5 | 1.3 | 166.3% |
| Shares Outstanding (Mil) | 93 | 113 | -17.5% |
| Cumulative Contribution | 135.7% |
Market Drivers
6/30/2023 to 7/9/2026| Return | Correlation | |
|---|---|---|
| HNST | 135.7% | |
| Market (SPY) | 75.6% | 32.4% |
| Sector (XLP) | 20.9% | 17.9% |
Price Returns Compared
| 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | Total [1] | |
|---|---|---|---|---|---|---|---|
| Returns | |||||||
| HNST Return | -65% | -63% | 10% | 110% | -63% | 51% | -83% |
| Peers Return | 8% | -10% | 4% | 15% | -20% | 10% | 3% |
| S&P 500 Return | 27% | -19% | 24% | 23% | 16% | 9% | 99% |
Monthly Win Rates [3] | |||||||
| HNST Win Rate | 25% | 25% | 33% | 58% | 25% | 71% | |
| Peers Win Rate | 50% | 43% | 50% | 62% | 28% | 63% | |
| S&P 500 Win Rate | 75% | 42% | 67% | 75% | 67% | 43% | |
Max Drawdowns [4] | |||||||
| HNST Max Drawdown | - | -69% | -69% | -47% | -66% | -20% | |
| Peers Max Drawdown | -15% | -26% | -18% | -13% | -28% | -19% | |
| S&P 500 Max Drawdown | -5% | -25% | -10% | -8% | -19% | -9% | |
[1] Cumulative total returns since the beginning of 2021
[2] Peers: PG, KMB, CL, CHD, CLX.
[3] Win Rate = % of calendar months in which monthly returns were positive
[4] Max drawdown represents maximum peak-to-trough decline within a year
[5] 2026 data is for the year up to 7/9/2026 (YTD)
How Low Can It Go
| Event | HNST | S&P 500 |
|---|---|---|
| Summer-Fall 2023 Five Percent Yield Shock | ||
| % Loss | -27.6% | -9.5% |
| % Gain to Breakeven | 38.2% | 10.5% |
| Time to Breakeven | 39 days | 24 days |
| 2023 SVB Regional Banking Crisis | ||
| % Loss | -51.3% | -6.7% |
| % Gain to Breakeven | 105.5% | 7.1% |
| Time to Breakeven | 201 days | 31 days |
| 2022 Inflation Shock & Fed Tightening | ||
| % Loss | -68.9% | -24.5% |
| % Gain to Breakeven | 221.9% | 32.4% |
| Time to Breakeven | 893 days | 427 days |
In The Past
Honest's stock fell 0.0% during the 2024 Yen Carry Trade Unwind. Such a loss loss requires a 0.0% gain to breakeven.
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Asset Allocation
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| Event | HNST | S&P 500 |
|---|---|---|
| Summer-Fall 2023 Five Percent Yield Shock | ||
| % Loss | -27.6% | -9.5% |
| % Gain to Breakeven | 38.2% | 10.5% |
| Time to Breakeven | 39 days | 24 days |
| 2023 SVB Regional Banking Crisis | ||
| % Loss | -51.3% | -6.7% |
| % Gain to Breakeven | 105.5% | 7.1% |
| Time to Breakeven | 201 days | 31 days |
| 2022 Inflation Shock & Fed Tightening | ||
| % Loss | -68.9% | -24.5% |
| % Gain to Breakeven | 221.9% | 32.4% |
| Time to Breakeven | 893 days | 427 days |
In The Past
Honest's stock fell 0.0% during the 2024 Yen Carry Trade Unwind. Such a loss loss requires a 0.0% gain to breakeven.
Preserve Wealth
Limiting losses and compounding gains is essential to preserving wealth.
Asset Allocation
Actively managed asset allocation strategies protect wealth. Learn more.
About Honest (HNST)
The Honest Company, Inc. (HNST) is a consumer goods company that develops and sells a range of products primarily focused on personal care, baby care, and household wellness. Founded in 2012 and headquartered in Los Angeles, California, the company's business model centers on providing everyday family essentials, often with an emphasis on product formulation.
The core of Honest's product portfolio includes staples like diapers and wipes, which cater to the baby care market. Beyond these, the company offers a variety of skin and personal care items, alongside household and wellness products designed for broader family use. Additionally, Honest extends its brand into complementary categories such as baby clothing and nursery bedding, providing a more comprehensive lifestyle offering.
Honest serves families and individuals seeking products for babies, personal care, and home applications. The company reaches its customer base through a diversified distribution strategy, leveraging both digital sales channels—including its own e-commerce website and various third-party online platforms—as well as traditional brick-and-mortar retail stores, allowing for wide market accessibility.
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Here are 1-3 brief analogies for Honest (HNST):
- Think of it as Seventh Generation for the whole family, offering natural and eco-friendly diapers, personal care, and household products.
- It's like a natural and clean-ingredient version of Johnson & Johnson, but expanded to include household and wellness products for the entire family.
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- Diapers and Wipes: Essential baby products designed for cleanliness and comfort.
- Skin and Personal Care Products: A range of items for personal hygiene and skincare.
- Household and Wellness Products: Goods intended for use in the home and for overall well-being.
- Baby Clothing and Nursery Bedding Products: Apparel for infants and textiles for baby nurseries.
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The Honest Company (HNST) sells its products primarily to other companies, specifically large retail chains and e-commerce platforms, which then distribute and sell to individual consumers. A significant portion of its revenue comes from these wholesale relationships.
Its major customers include:
- Target Corporation (NYSE: TGT)
- Walmart Inc. (NYSE: WMT)
- Amazon.com, Inc. (NASDAQ: AMZN)
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Carla Vernón, Chief Executive Officer
Carla Vernón has served as CEO of The Honest Company since January 2023. She brings over 25 years of experience in scaling consumer brands and leading business transformations. Prior to Honest, she was Vice President of Consumables Categories at Amazon.com, where she held full profit and loss responsibility. Previously, she served as a Corporate Officer and President of the Natural and Organic Operating Unit at General Mills, where she helped establish the business as the second-largest manufacturer of organic food and advanced its regenerative agriculture efforts.
Curtiss Bruce, Chief Financial Officer
Curtiss Bruce joined The Honest Company as Chief Financial Officer in June 2025. He has over three decades of finance experience in the consumer packaged goods industry. Before joining Honest, Curtiss was the Senior Vice President of Corporate Financial Planning and Analysis and Investor Relations at The Hain Celestial Group. He has also held senior finance roles at Keurig Dr Pepper, Kellogg, Kraft Heinz, and Mars, supporting both major brands and emerging businesses.
Dorria L. Ball, Chief People Officer
Dorria L. Ball has served as the Chief People Officer of The Honest Company since January 2024. She is responsible for leading the People & Workplace function and fostering the company's purpose-driven culture. With over 20 years of U.S. and global human resources experience in the consumer packaged goods industry, Dorria is an experienced leader and executive coach.
Steve Winchell, Chief Innovation Officer
Steve Winchell has served as Chief Innovation Officer since September 2024. He previously served as Executive Vice President, Operations and R&D since June 2022, responsible for integrating the company's supply chain and R&D processes. Prior to Honest, Winchell was the Executive Vice President of Product at The Parent Company, where he played an integral role in taking the company public in 2021.
Jessica Alba, Founder and Board Director
Jessica Alba is one of the co-founders of The Honest Company and has served on its board of directors since July 2011. A globally recognized entrepreneur, advocate, actress, and producer, Ms. Alba brings deep industry insight and a passionate commitment to the company's mission. She also serves on the boards of Baby2Baby, Yahoo, and LA28.
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The Honest Company (HNST) faces several key risks to its business, primarily stemming from its ongoing strategic transformation, intense market competition, and reliance on major retail partners.
- Execution Risk of Strategic Transformation Initiatives: The Honest Company is currently undergoing significant strategic initiatives, including its "Transformation 2.0: Powering Honest Growth" program, aimed at exiting lower-margin product categories and channels to improve profitability and focus on higher-margin areas. The success of these initiatives is critical to the company's future performance. There is a risk that these programs may not be executed effectively, could result in higher-than-expected costs, may not yield the anticipated operational or financial benefits, or could negatively impact employee morale or customer relationships. For example, the company revised its full-year 2025 revenue outlook significantly downward due to the impact of exiting lower-margin products.
- Sustaining Growth and Profitability in a Highly Competitive Market: The Honest Company operates in a fiercely competitive consumer goods market for diapers, wipes, personal care, and household products. It faces significant competition from large, established consumer packaged goods (CPG) brands such as Procter & Gamble, Kimberly-Clark, and Johnson & Johnson, as well as from private label brands. These competitors often have greater financial resources, wider distribution networks, and can leverage economies of scale for pricing advantages. Despite efforts to improve margins and achieve positive Adjusted EBITDA, the company has a history of net losses, and its ability to achieve and sustain consistent revenue growth and profitability remains a significant challenge. The decline in point-of-sale consumption for diapers in 2025 outpaced the overall category decline, highlighting specific competitive pressures.
- Reliance on Key Retailers and Distribution Channels: The Honest Company relies heavily on a concentrated group of major retail and e-commerce customers, including Target, Amazon, and Walmart, for a substantial portion of its sales. This customer concentration exposes the company to risks associated with the consolidation of retail customers and the potential loss of, or significant changes in purchasing patterns from, these key partners. For instance, Honest diapers have experienced distribution losses in certain categories with two key retailers, which has impacted and is expected to continue to negatively impact diaper revenue. Any adverse changes in these relationships could materially affect the company's sales and financial results.
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The Honest Company (HNST) operates in several addressable markets, including diapers and wipes, skin and personal care, household and wellness products, baby clothing, and nursery bedding. The market sizes for these product categories, globally and in relevant regions, are as follows:
Diapers and Wipes
- The global diaper market was valued at USD 97.2 billion in 2025 and is projected to reach USD 168.5 billion by 2034.
- The global baby wipes market was estimated at USD 5.91 billion in 2024 and is projected to reach USD 7.99 billion by 2030.
Skin and Personal Care
- The global baby personal care products market size was valued at USD 106.12 billion in 2025 and is expected to reach USD 185.09 billion by 2033. North America held an estimated 41.8% revenue share in this market in 2025.
- Within the broader baby personal care category, the global baby skincare market was calculated at USD 17.87 billion in 2025 and is predicted to increase to approximately USD 31.14 billion by 2034. Asia Pacific dominated the global baby skincare market with a 40% market share in 2024.
Household and Wellness Products
- The global household cleaning products market size was valued at USD 247.73 billion in 2025 and is expected to surpass USD 384.31 billion by 2034. The U.S. household cleaning products market size was estimated at USD 55.82 billion in 2025.
- The global health and wellness market size was estimated at USD 6.87 trillion in 2025 and is predicted to increase to approximately USD 11 trillion by 2034. North America dominated the global market with the largest share of 38.04% in 2024.
Baby Clothing
- The global baby apparel market size was valued at USD 237.1 billion in 2025 and is estimated to reach USD 353.0 billion by 2034. North America currently holds a significant market share of 33.6% in 2025.
Nursery Bedding Products
- The global babies bedding market was valued at approximately USD 3.1 billion in 2024 and is anticipated to reach around USD 6.2 billion by 2033. North America holds the largest market share of about 38% in this market.
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The Honest Company (HNST) is expected to drive future revenue growth over the next 2-3 years through several key strategic initiatives.
Here are 3-5 expected drivers of future revenue growth for Honest:
* **Strategic Focus on Core Profitable Categories and Product Innovation**
The Honest Company's "Transformation 2.0: Powering Honest Growth" strategy involves a deliberate focus on its most strategic and profitable categories: wipes, personal care, and diapers. The company has exited lower-margin, non-strategic categories and channels, such as its direct-to-consumer fulfillment via Honest.com, apparel, and the Canadian business, to concentrate resources on its "right-to-win" core. Within these core areas, strong performance in wipes and personal care is a key driver, with consumption growth of 30% and 12% respectively in 2025, leading to market share gains. Product innovation, including new flushable wipes and expanded offerings in its sensitive skin portfolio, which grew 35% year-over-year in Q1 2025, is also expected to fuel growth.
* **Expanded Omnichannel Distribution and Household Penetration**
A significant driver of future revenue growth is the expansion of The Honest Company's retail footprint and enhanced digital distribution. The company is actively pursuing new retail channels, including dollar and club stores, and strengthening existing partnerships with major retailers like Target and Walmart, which by mid-2024 extended its reach to approximately 50,000 retail locations. This strategic expansion in brick-and-mortar is complemented by robust growth in digital channels, particularly with Amazon, contributing to increased product availability and capturing new consumers. This omnichannel approach has resulted in increased household penetration, reaching an all-time high of 7.6% in 2025.
* **Strategic Pricing and Margin Enhancement Initiatives**
The Honest Company has implemented price increases across its portfolio, contributing to revenue growth. Beyond initial price adjustments, the "Transformation 2.0" program and ongoing efforts are focused on margin enhancement through cost savings, supply chain efficiencies, and optimizing product mix. These initiatives are expected to deliver $10 million to $15 million in annualized savings, providing capital for reinvestment and supporting profitable revenue growth in its highest-margin portfolios. While directly impacting profitability, these strategic actions provide the financial flexibility to invest in brand building and product development that ultimately drive top-line expansion.
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Share Repurchases
- The Honest Company's Board of Directors authorized a $25 million share repurchase program on February 20, 2026.
- The company intends to repurchase shares opportunistically, viewing its valuation as low.
- The program does not have an expiration date and is expected to be funded with existing cash and cash flows from operations.
Share Issuance
- The Honest Company went public on May 5, 2021, raising $413 million in its initial public offering (IPO).
- During the IPO, the company offered 25.8 million shares at a price of $16 per share.
Capital Expenditures
- Purchases of property, plant, and equipment by The Honest Company amounted to $1.2 million in the fourth quarter of 2025.
- The company operates with an "asset-lite model".
Latest Trefis Analyses
| Title | Date | |
|---|---|---|
| DASHBOARDS | ||
| Honest Earnings Notes | 12/16/2025 | |
| Would You Still Hold Honest Stock If It Fell Another 30%? | 10/17/2025 | |
| Honest Total Shareholder Return (TSR): 110.0% in 2024 and -5.0% 3-yr compounded annual returns (below peer average) | 03/07/2025 |
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|---|---|
| ARTICLES |
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Peer Comparisons
| Peers to compare with: |
Financials
| Median | |
|---|---|
| Name | |
| Mkt Price | 94.37 |
| Mkt Cap | 29.6 |
| Rev LTM | 11,658 |
| Op Inc LTM | 1,773 |
| FCF LTM | 1,452 |
| FCF 3Y Avg | 1,601 |
| CFO LTM | 2,200 |
| CFO 3Y Avg | 2,165 |
Growth & Margins
| Median | |
|---|---|
| Name | |
| Rev Chg LTM | 1.2% |
| Rev Chg 3Y Avg | 2.6% |
| Rev Chg Q | 1.4% |
| QoQ Delta Rev Chg LTM | 0.3% |
| Op Inc Chg LTM | -6.2% |
| Op Inc Chg 3Y Avg | 3.1% |
| Op Mgn LTM | 16.5% |
| Op Mgn 3Y Avg | 16.9% |
| QoQ Delta Op Mgn LTM | -0.2% |
| CFO/Rev LTM | 19.4% |
| CFO/Rev 3Y Avg | 18.7% |
| FCF/Rev LTM | 14.1% |
| FCF/Rev 3Y Avg | 14.4% |
Price Behavior
Price Behavior
| Market Price | $3.96 | |
| Market Cap ($ Bil) | 0.4 | |
| First Trading Date | 05/05/2021 | |
| Distance from 52W High | -20.0% | |
| 50 Days | 200 Days | |
| DMA Price | $3.53 | $3.07 |
| DMA Trend | down | up |
| Distance from DMA | 12.1% | 29.1% |
| 3M | 1YR | |
| Volatility | 55.9% | 64.9% |
| Downside Capture | -57.74 | 166.66 |
| Upside Capture | 92.51 | 104.43 |
| Correlation (SPY) | 16.2% | 25.4% |
HNST Betas & Captures as of 6/30/2026
[1] Upside and downside betas calculated using positive and negative benchmark daily returns respectively
| 1M | 2M | 3M | 6M | 1Y | 3Y | |
|---|---|---|---|---|---|---|
| Beta | 0.41 | 0.23 | 0.70 | 0.79 | 1.35 | 1.46 |
| Up Beta | 1.15 | 1.48 | 1.53 | 1.58 | 1.57 | 1.11 |
| Down Beta | -0.39 | 1.06 | 0.65 | 0.81 | 1.07 | 1.47 |
| Up Capture | 80% | -21% | 62% | 78% | 109% | 681% |
| Bmk +ve Days | 11 | 24 | 40 | 67 | 140 | 429 |
| Stock +ve Days | 12 | 21 | 35 | 66 | 111 | 345 |
| Down Capture | 24% | -73% | -26% | 21% | 146% | 110% |
| Bmk -ve Days | 10 | 17 | 23 | 58 | 112 | 321 |
| Stock -ve Days | 9 | 20 | 28 | 56 | 128 | 370 |
[1] Upside and downside betas calculated using positive and negative benchmark daily returns respectively
Based On 1-Year Data
| Annualized Return | Annualized Volatility | Sharpe Ratio | Correlation with HNST | |
|---|---|---|---|---|
| HNST | -19.4% | 64.8% | -0.06 | - |
| Sector ETF (XLP) | 4.4% | 13.4% | 0.07 | 14.0% |
| Equity (SPY) | 22.3% | 12.5% | 1.33 | 25.6% |
| Gold (GLD) | 24.4% | 27.8% | 0.77 | 1.0% |
| Commodities (DBC) | 23.6% | 18.7% | 1.00 | -10.4% |
| Real Estate (VNQ) | 13.2% | 13.9% | 0.65 | 21.1% |
| Bitcoin (BTCUSD) | -42.8% | 42.8% | -1.18 | 16.9% |
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Based On 5-Year Data
| Annualized Return | Annualized Volatility | Sharpe Ratio | Correlation with HNST | |
|---|---|---|---|---|
| HNST | -24.1% | 72.0% | -0.07 | - |
| Sector ETF (XLP) | 6.2% | 13.4% | 0.24 | 20.8% |
| Equity (SPY) | 13.4% | 17.1% | 0.61 | 37.0% |
| Gold (GLD) | 18.0% | 18.3% | 0.80 | 2.0% |
| Commodities (DBC) | 7.5% | 19.5% | 0.28 | 0.3% |
| Real Estate (VNQ) | 2.9% | 18.9% | 0.06 | 31.5% |
| Bitcoin (BTCUSD) | 12.3% | 53.5% | 0.42 | 18.5% |
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Based On 10-Year Data
| Annualized Return | Annualized Volatility | Sharpe Ratio | Correlation with HNST | |
|---|---|---|---|---|
| HNST | -15.9% | 72.6% | -0.14 | - |
| Sector ETF (XLP) | 7.3% | 14.8% | 0.36 | 19.7% |
| Equity (SPY) | 15.8% | 17.9% | 0.75 | 36.0% |
| Gold (GLD) | 11.7% | 16.1% | 0.59 | 2.1% |
| Commodities (DBC) | 6.1% | 18.0% | 0.27 | 0.7% |
| Real Estate (VNQ) | 5.2% | 20.7% | 0.22 | 31.0% |
| Bitcoin (BTCUSD) | 58.0% | 66.2% | 0.98 | 18.0% |
Smart multi-asset allocation framework can stack odds in your favor. Learn How
Returns Analyses
Earnings Returns History
Updated 6/18/2026| Forward Returns | |||
|---|---|---|---|
| Earnings Date | 1D Returns | 5D Returns | 21D Returns |
| 5/6/2026 | 10.0% | -2.4% | -4.1% |
| 2/25/2026 | 20.8% | 26.8% | 26.0% |
| 11/5/2025 | -29.4% | -17.0% | -17.9% |
| 8/6/2025 | -17.3% | -11.4% | -11.3% |
| 5/7/2025 | -8.8% | 5.0% | 7.5% |
| 2/26/2025 | -11.9% | -8.1% | -12.3% |
| 1/8/2025 | -6.8% | 1.1% | -3.8% |
| 11/12/2024 | 25.2% | 52.5% | 44.8% |
| ... | |||
| SUMMARY STATS | |||
| # Positive | 11 | 13 | 9 |
| # Negative | 11 | 9 | 13 |
| Median Positive | 11.3% | 7.6% | 20.3% |
| Median Negative | -11.9% | -13.7% | -12.5% |
| Max Positive | 25.2% | 52.5% | 106.2% |
| Max Negative | -33.3% | -41.6% | -35.8% |
| Forward Returns | |||
|---|---|---|---|
| Earnings Date | 1D Returns | 5D Returns | 21D Returns |
| 5/6/2026 | 10.0% | -2.4% | -4.1% |
| 2/25/2026 | 20.8% | 26.8% | 26.0% |
| 11/5/2025 | -29.4% | -17.0% | -17.9% |
| 8/6/2025 | -17.3% | -11.4% | -11.3% |
| 5/7/2025 | -8.8% | 5.0% | 7.5% |
| 2/26/2025 | -11.9% | -8.1% | -12.3% |
| 1/8/2025 | -6.8% | 1.1% | -3.8% |
| 11/12/2024 | 25.2% | 52.5% | 44.8% |
| 8/8/2024 | 13.6% | 30.6% | 20.7% |
| 5/8/2024 | 6.1% | 4.4% | -12.5% |
| 3/6/2024 | 24.8% | 47.0% | 20.3% |
| 11/8/2023 | 23.3% | 25.0% | 106.2% |
| 8/8/2023 | -1.4% | 0.7% | 7.8% |
| 5/9/2023 | 11.3% | 18.7% | 1.2% |
| 3/16/2023 | -33.3% | -41.6% | -35.8% |
| 11/10/2022 | -7.7% | 4.5% | -13.7% |
| 8/12/2022 | 2.3% | 7.6% | 4.2% |
| 5/13/2022 | 8.2% | 7.2% | -8.2% |
| 3/24/2022 | -22.5% | -13.7% | -28.5% |
| 11/10/2021 | 10.2% | -0.4% | -10.6% |
| 8/13/2021 | -28.3% | -34.8% | -22.1% |
| 6/16/2021 | -7.4% | -15.2% | -15.1% |
| SUMMARY STATS | |||
| # Positive | 11 | 13 | 9 |
| # Negative | 11 | 9 | 13 |
| Median Positive | 11.3% | 7.6% | 20.3% |
| Median Negative | -11.9% | -13.7% | -12.5% |
| Max Positive | 25.2% | 52.5% | 106.2% |
| Max Negative | -33.3% | -41.6% | -35.8% |
SEC Filings
Expand for More| Report Date | Filing Date | Filing |
|---|---|---|
| 03/31/2026 | 05/06/2026 | 10-Q |
| 12/31/2025 | 02/25/2026 | 10-K |
| 09/30/2025 | 11/05/2025 | 10-Q |
| 06/30/2025 | 08/06/2025 | 10-Q |
| 03/31/2025 | 05/07/2025 | 10-Q |
| 12/31/2024 | 02/26/2025 | 10-K |
| 09/30/2024 | 11/12/2024 | 10-Q |
| 06/30/2024 | 08/08/2024 | 10-Q |
| 03/31/2024 | 05/08/2024 | 10-Q |
| 12/31/2023 | 03/08/2024 | 10-K |
| 09/30/2023 | 11/08/2023 | 10-Q |
| 06/30/2023 | 08/08/2023 | 10-Q |
| 03/31/2023 | 05/09/2023 | 10-Q |
| 12/31/2022 | 03/16/2023 | 10-K |
| 09/30/2022 | 11/10/2022 | 10-Q |
| 06/30/2022 | 08/12/2022 | 10-Q |
| Report Date | Filing Date | Filing |
|---|---|---|
| 03/31/2026 | 05/06/2026 | 10-Q |
| 12/31/2025 | 02/25/2026 | 10-K |
| 09/30/2025 | 11/05/2025 | 10-Q |
| 06/30/2025 | 08/06/2025 | 10-Q |
| 03/31/2025 | 05/07/2025 | 10-Q |
| 12/31/2024 | 02/26/2025 | 10-K |
| 09/30/2024 | 11/12/2024 | 10-Q |
| 06/30/2024 | 08/08/2024 | 10-Q |
| 03/31/2024 | 05/08/2024 | 10-Q |
| 12/31/2023 | 03/08/2024 | 10-K |
| 09/30/2023 | 11/08/2023 | 10-Q |
| 06/30/2023 | 08/08/2023 | 10-Q |
| 03/31/2023 | 05/09/2023 | 10-Q |
| 12/31/2022 | 03/16/2023 | 10-K |
| 09/30/2022 | 11/10/2022 | 10-Q |
| 06/30/2022 | 08/12/2022 | 10-Q |
| 03/31/2022 | 05/13/2022 | 10-Q |
| 12/31/2021 | 03/28/2022 | 10-K |
| 09/30/2021 | 11/10/2021 | 10-Q |
| 06/30/2021 | 08/13/2021 | 10-Q |
| 03/31/2021 | 06/17/2021 | 10-Q |
| 12/31/2020 | 05/06/2021 | 424B4 |
Recent Forward Guidance
Updated 7/9/2026Latest: Q1 2026 Earnings Reported 5/6/2026
| Forward Guidance | Guidance Change | ||||||
|---|---|---|---|---|---|---|---|
| Metric | Low | Mid | High | % Chg | % Delta | Change | Prior |
| 2026 Revenue | 306.00 Mil | 309.00 Mil | 312.00 Mil | 0 | Affirmed | Guidance: 309.00 Mil for 2026 | |
| 2026 Organic Revenue Growth | 4.0% | 5.0% | 6.0% | 0 | Affirmed | Guidance: 5.0% for 2026 | |
| 2026 Adjusted Gross Margin | |||||||
| 2026 Adjusted EBITDA | 20.00 Mil | 21.50 Mil | 23.00 Mil | 0 | Affirmed | Guidance: 21.50 Mil for 2026 | |
Prior: Q4 2025 Earnings Reported 2/25/2026
| Forward Guidance | Guidance Change | ||||||
|---|---|---|---|---|---|---|---|
| Metric | Low | Mid | High | % Chg | % Delta | Change | Prior |
| 2026 Revenue | 306.00 Mil | 309.00 Mil | 312.00 Mil | ||||
| 2026 Organic Revenue Growth | 4.0% | 5.0% | 6.0% | 0 | Same New | Actual: 5.0% for 2025 | |
| 2026 Adjusted Gross Margin | |||||||
| 2026 Adjusted EBITDA | 20.00 Mil | 21.50 Mil | 23.00 Mil | -2.3% | Lower New | Actual: 22.00 Mil for 2025 | |
Q3 2025 Earnings Reported 11/5/2025
| Forward Guidance | Guidance Change | ||||||
|---|---|---|---|---|---|---|---|
| Metric | Low | Mid | High | % Chg | % Delta | Change | Prior |
| 2025 Revenue Growth | -3.0% | -1.5% | 0.0% | -6.5% | Lowered | Guidance: 5.0% for 2025 | |
| 2025 Organic Revenue Growth | 4.0% | 5.0% | 6.0% | ||||
| 2025 Adjusted EBITDA | 21.00 Mil | 22.00 Mil | 23.00 Mil | -22.8% | Lowered | Guidance: 28.50 Mil for 2025 | |
Insider Activity
Updated 5/26/2026| # | Owner | Title | Holding | Action | Filing Date | Price | Shares | Transacted Value | Value of Held Shares | Form |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Von, Kunssberg Etienne | SVP, Supply Chain | Direct | Sell | 5222026 | 3.34 | 4,544 | 15,177 | 951,609 | Form |
| 2 | Von, Kunssberg Etienne | SVP, Supply Chain | Direct | Sell | 5222026 | 3.14 | 2,651 | 8,324 | 908,895 | Form |
| 3 | Vernon, Carla | Chief Executive Officer | Direct | Sell | 5222026 | 3.14 | 119,389 | 374,881 | 12,391,856 | Form |
| 4 | Winchell, Stephen | Chief Innovation Officer | Direct | Sell | 5222026 | 3.14 | 12,886 | 40,462 | 1,517,540 | Form |
| 5 | Sternweis, Thomas | SVP, Enterprise Dev. & Strat. | Direct | Sell | 5222026 | 3.14 | 6,673 | 20,953 | 1,446,903 | Form |
| # | Owner | Title | Holding | Action | Filing Date | Price | Shares | Transacted Value | Value of Held Shares | Form |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Von, Kunssberg Etienne | SVP, Supply Chain | Direct | Sell | 5222026 | 3.34 | 4,544 | 15,177 | 951,609 | Form |
| 2 | Von, Kunssberg Etienne | SVP, Supply Chain | Direct | Sell | 5222026 | 3.14 | 2,651 | 8,324 | 908,895 | Form |
| 3 | Vernon, Carla | Chief Executive Officer | Direct | Sell | 5222026 | 3.14 | 119,389 | 374,881 | 12,391,856 | Form |
| 4 | Winchell, Stephen | Chief Innovation Officer | Direct | Sell | 5222026 | 3.14 | 12,886 | 40,462 | 1,517,540 | Form |
| 5 | Sternweis, Thomas | SVP, Enterprise Dev. & Strat. | Direct | Sell | 5222026 | 3.14 | 6,673 | 20,953 | 1,446,903 | Form |
| 6 | Sheehey, Brendan | General Counsel | Direct | Sell | 5222026 | 3.14 | 9,784 | 30,722 | 2,247,888 | Form |
| 7 | Mayle, Jonathan | SVP, Customer Sales | Direct | Sell | 5222026 | 3.14 | 6,236 | 19,581 | 1,410,347 | Form |
| 8 | Bruce, Curtiss James Iii | Chief Financial Officer | Direct | Sell | 5222026 | 3.14 | 12,669 | 39,781 | 1,652,133 | Form |
| 9 | Ball, Dorria L | Chief People Officer | Direct | Sell | 5222026 | 3.14 | 6,899 | 21,663 | 1,335,743 | Form |
| 10 | Ball, Dorria L | Chief People Officer | Direct | Sell | 3092026 | 2.85 | 15,099 | 43,032 | 1,232,041 | Form |
| 11 | Mayle, Jonathan | SVP, Customer Sales | Direct | Sell | 3092026 | 2.85 | 12,725 | 36,266 | 1,297,864 | Form |
| 12 | Sheehey, Brendan | General Counsel | Direct | Sell | 3092026 | 2.85 | 22,556 | 64,285 | 2,068,165 | Form |
| 13 | Sternweis, Thomas | SVP, Enterprise Dev. & Strat. | Direct | Sell | 3092026 | 2.85 | 14,866 | 42,368 | 1,332,290 | Form |
| 14 | Vernon, Carla | Chief Executive Officer | Direct | Sell | 3092026 | 2.85 | 129,335 | 368,605 | 11,586,806 | Form |
| 15 | Von, Kunssberg Etienne | SVP, Supply Chain | Direct | Sell | 3092026 | 2.85 | 12,179 | 34,710 | 879,824 | Form |
| 16 | Winchell, Stephen | Chief Innovation Officer | Direct | Sell | 3092026 | 2.85 | 21,287 | 60,668 | 1,414,110 | Form |
| 17 | Winchell, Stephen | Chief Innovation Officer | Direct | Sell | 3042026 | 2.84 | 73,685 | 209,265 | 1,469,603 | Form |
| 18 | Barton, Katherine | Chief Growth Officer | Direct | Sell | 11212025 | 2.53 | 5,049 | 12,774 | 2,172,382 | Form |
| 19 | Winchell, Stephen | Chief Innovation Officer | Direct | Sell | 11212025 | 2.60 | 10,595 | 27,547 | 1,039,121 | Form |
| 20 | Vernon, Carla | Chief Executive Officer | Direct | Sell | 11212025 | 2.60 | 97,505 | 253,513 | 7,543,869 | Form |
| 21 | Sternweis, Thomas | SVP, Enterprise Dev. & Strat. | Direct | Sell | 11212025 | 2.60 | 5,071 | 13,185 | 743,101 | Form |
| 22 | Sheehey, Brendan | General Counsel | Direct | Sell | 11212025 | 2.60 | 11,849 | 30,807 | 1,447,521 | Form |
| 23 | Mayle, Jonathan | SVP, Customer Sales | Direct | Sell | 11212025 | 2.60 | 4,722 | 12,277 | 762,902 | Form |
| 24 | Barton, Katherine | Chief Growth Officer | Direct | Sell | 11212025 | 2.60 | 28,896 | 75,130 | 2,245,615 | Form |
| 25 | Ball, Dorria L | Chief People Officer | Direct | Sell | 11212025 | 2.60 | 4,767 | 12,394 | 682,822 | Form |
| 26 | Barton, Katherine | Chief Growth Officer | Direct | Sell | 8212025 | 3.63 | 4,969 | 18,037 | 3,240,116 | Form |
| 27 | Ball, Dorria L | Chief People Officer | Direct | Sell | 8212025 | 3.65 | 4,856 | 17,724 | 975,977 | Form |
| 28 | Mayle, Jonathan | SVP, Customer Sales | Direct | Sell | 8212025 | 3.65 | 4,806 | 17,542 | 1,088,233 | Form |
| 29 | Vernon, Carla | Chief Executive Officer | Direct | Sell | 8212025 | 3.65 | 99,328 | 362,547 | 10,946,324 | Form |
| 30 | Sternweis, Thomas | SVP, Enterprise Dev. & Strat. | Direct | Sell | 8212025 | 3.65 | 5,153 | 18,808 | 1,061,708 | Form |
| 31 | Sheehey, Brendan | General Counsel | Direct | Sell | 8212025 | 3.65 | 12,059 | 44,015 | 2,075,346 | Form |
| 32 | Barton, Katherine | Chief Growth Officer | Direct | Sell | 8212025 | 3.65 | 29,433 | 107,430 | 3,276,105 | Form |
| 33 | Winchell, Stephen | Chief Innovation Officer | Direct | Sell | 8212025 | 3.65 | 10,841 | 39,570 | 1,497,438 | Form |
| 34 | Barton, Katherine | Chief Growth Officer | Direct | Sell | 8122025 | 3.89 | 6,176 | 24,025 | 3,606,014 | Form |
| 35 | Winchell, Stephen | Chief Innovation Officer | Direct | Sell | 5232025 | 5.32 | 10,746 | 57,169 | 2,240,241 | Form |
| 36 | Sternweis, Thomas | SVP, Enterprise Dev. & Strat. | Direct | Sell | 5232025 | 5.32 | 5,138 | 27,334 | 1,574,890 | Form |
| 37 | Vernon, Carla | Chief Executive Officer | Direct | Sell | 5232025 | 5.32 | 98,950 | 526,414 | 16,483,068 | Form |
| 38 | Loretta, David | Chief Financial Officer | Direct | Sell | 5232025 | 5.32 | 34,389 | 182,949 | 4,698,374 | Form |
| 39 | Sheehey, Brendan | General Counsel | Direct | Sell | 5232025 | 5.32 | 12,017 | 63,930 | 3,089,042 | Form |
| 40 | Mayle, Jonathan | SVP, Customer Sales | Direct | Sell | 5232025 | 5.32 | 4,788 | 25,472 | 1,611,705 | Form |
| 41 | Barton, Katherine | Chief Growth Officer | Direct | Sell | 5232025 | 5.32 | 21,389 | 113,789 | 4,964,475 | Form |
| 42 | Ball, Dorria L | Chief People Officer | Direct | Sell | 5232025 | 5.32 | 4,836 | 25,728 | 1,448,354 | Form |
Industry Resources
| Consumer Staples Resources |
| FoodNavigator |
| Consumer Goods Technology (CGT) |
| Beverage Digest |
| Household Products Resources |
| Happi (Household and Personal Products Industry) |
| Nonwovens Industry |
| Consumer Reports - Household Products |
External Quote Links
| Y Finance | Barrons |
| TradingView | Morningstar |
| SeekingAlpha | ValueLine |
| Motley Fool | Robinhood |
| CNBC | Etrade |
| MarketWatch | Unusual Whales |
| YCharts | Perplexity Finance |
| FinViz |
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Core Cache Last Updated: 7/9/2026