An Honest Conversation With Jessica Alba and Brian Lee of The Honest Company
"The first time she approached me, I didn't have children," Lee said. "Once I did, I saw the way my wife changed her behavior, making organic purees for the baby." He began thinking about all the other women doing the same thing. "The first time you hold a child, you realize that you're responsible for this being for the rest of your life. That was the epiphany for me. It's not that I wanted to [help start the company], it was that I needed to."
During the conversation, Alba said that while The Honest Company's recent launch of baby-feeding products is going "really well," it's just the beginning.
"Our customers are demanding we go even further and offer solids and snacks and later stage foods as well," said Alba. "And our customers have also asked us to do more personal care, so feminine care is a vertical we're launching in the summer, and in the fall, beauty. Both of those verticals we've been working on for years, it's just now that we're at the point we can finally launch them."
Alba noted that The Honest Company relies heavily on social media as a marketing channel, and believes it's helped the company grow.
"Our social media is about inspiring, listening, educating," Alba said. "We have over 1 million Facebook fans, and none were bought. We also have over 20 percent engagement, which is off the charts." The Honest Company also works closely with mommy bloggers, sending them new products to test regularly as well as attending their events.
Alba and Lee also discussed some of the many mistakes they made along the way. One involved not testing the website until 20 minutes before it was going to launch via an appearance by Alba on "Good Morning America" (everything turned out OK, though) to faulty laundry pods that kept breaking in freezing temperatures. Customers also complained early on about the first baby wipes the company made, which weren't thick or big enough. The retailer took what customers said to heart and fixed the issues quickly, however, Alba said, which is key to keeping the customer's trust.