Industry News

Honest Company gets serious about growth


Jessica Alba, the actress turned health and beauty entrepreneur, just hired a high powered CPG executive to take The Honest Company brand she co-founded to new heights.

By Mike Troy

PrintHonest Company gets serious about growth
Honest Company gets serious about growth

Joining the five year old company as CEO is Nick Vlahos, the former COO of Clorox and a board member of the Grocery Manufacturers Association. His selection speaks volumes about Alba’s vision for The Honest Company brand and evolving growth priorities.

"With our strategic shift from e-commerce to omni-channel brand underway, this is the perfect time to welcome Nick Vlahos as the new CEO of The Honest Company," Alba said. "Nick shares our mission of building a modern brand with ethical standards, trust and transparency at the forefront. The sky's the limit for what Honest can become and I look forward to working alongside Nick on the next phase of our journey."

The brand’s journey began five years ago when Alba and Brian Lee co-founded the company and achieved a milestone last year when sales surpassed $300 million. Vlahos, who led a $3 billion business at Clorox, succeeds Lee as CEO.

In his new role, Vlahos is responsible for accelerating Honest Company’s growth agenda with an added focus on innovation, retail distribution, digital marketing and global expansion.

"Jessica, Brian and their team have created an amazing healthy lifestyle brand with a dynamic company culture. I look forward to building upon The Honest Company's continued success and helping to accelerate innovation and growth,” Vlahos said.

At Clorox, Vlahos was instrumental in driving domestic and international growth for major portfolio brands such as Burt's Bees, which he built into a global leader in the natural personal care industry with a presence in 40 countries. Vlahos also previously held the role of Vice President – General Manager of Laundry, Brita and Green Works.

Those skills will be useful in the maturation of Honest Company as a leading brand with broader retail distribution in major accounts who have exacting supply chain requirements and collaboration expectations.

"It has been our strategy to evolve the company into an omni-channel brand and Nick's tremendous background building global CPG brands makes him the ideal person to lead us there,” Lee said.