The actress Jessica Alba is mostly known for her career in film and TV. She is however also the co-founder of Honest.com, an e-commerce company valued at $1,7 billion.
The Honest Company focuses on baby and beauty products that have no toxic ingredients. It is also a company that works with ethical and sustainable consumption.
Bloomberg now reports that Honest is working with Goldman Sachs and Morgan Stanley towards an IPO. The company has gone through multiple rounds of funding and the latest at $100 million values the company at $1,7 billion.
Hard to Set a Price on the Business
Jessica Alba seems to know what she is doing. Honest's image is apparently a hit with consumers. The company had $170 million in sales 2014 and currently serves Canada and the US but is looking at moving outside of North America.
Honest is at its soul an e-commerce company. However, 30 percent of the brand's sales is through physical stores, mainly big chains. The rest is all digital, and Recode reports that 60 percent of the online sales is subscription-based. Valuing the company could therefore be difficult according to the CEO Brian Lee, as the business is kind of a hybrid model.