The Honest Company, a consumer products company founded in 2012, has recently reported struggling sales and financial challenges. In the fourth quarter of 2022, the company’s revenue increased by just 2% to $81.9 million. For the full year 2022, The Honest Company saw a 12% total consumption growth, primarily driven by diapers, wipes, skin, and personal care products. However, net losses for the fourth quarter increased to $12.6 million, compared to $9 million the previous year. Losses for 2022 were $49 million, up from $38.7 million in 2021.
One of the reasons behind the company’s declining stock is the steep decline in revenue from the household and wellness category, which fell by 68%, or $9.7 million. This was mainly due to reduced consumer demand for sanitizing and disinfecting products and face masks amid the COVID-19 pandemic. Additionally, the company has faced criticism over clean ingredient claims and greenwashing in recent years.
To address these challenges, The Honest Company has appointed a new CEO, Carla Vernón, who has outlined plans to improve growth and profitability. The company aims to focus on retail partnerships and expand its retail footprint across the U.S. by 16%, going from 43,000 to 50,000 locations. Honest products have also entered 2,500 new Walmart locations and all Publix stores, helping it expand into the Southeast region.
As part of its strategy, the company is considering leaving certain categories that aren’t driving growth and focusing on product lines with growth potential, such as beauty. Furthermore, Honest plans to shift marketing efforts to better target in-store sales, following a 14% decline in digital revenue during the fourth quarter.
Despite the current financial struggles, The Honest Company remains committed to its mission of providing purpose-driven and purpose-designed products for a diverse range of consumers. With a renewed focus on retail partnerships and product innovation, the company aims to build a stronger and more profitable business by 2024.