Honest Co. Finds Success Through Digital Pathways

The Honest Co., currently valued at $1.7 billion, is one of the most aggressive and most effective brands when it comes to leveraging digital marketing tools, according to L2’s Digital IQ Index: Personal Care report. Co-founder Jessica Alba’s celebrity status has been helping the company’s overall performance; however, 80 percent of The Honest Co.’s revenue comes from its diaper subscription service. Like other subscription companies, The Honest Co. invests in paid and organic online search results, with the company’s website appearing in 4.1 percent of diaper-related search results. Also, the company’s HonestBaby mobile app integrates with the website and engages consumers by helping them keep track of their babies’ development milestones.