In 2011, Jessica Alba co-founded The Honest Company around household and baby products; its 2021 market debut briefly valued it at nearly $2 billion

Jessica Alba co-founded The Honest Company after struggling to find safe household and baby products. The company grew rapidly, focusing on ingredient transparency and sustainability, and appealed to young parents. In May 2021, The Honest Company went public, achieving a nearly $2 billion market capitalization on its first trading day. Despite its celebrity roots, the company aimed to establish itself as an independent brand.