The Honest Company chooses BluePlanner to streamline promotion strategy & Customer Management. * March 25th, 2026 The Honest Company, a mission-driven beauty and household goods brand, has joined the BluePlanner community. Founded in 2011 and often associated with co-founder Jessica Alba, the brand is known for its commitment to clean, safe, and transparently formulated products. The company was launched in 2012 with only 17 products, but it's since grown into a modern legacy brand built on purpose, trust, and innovation- serving consumers across the U.S., Canada, Europe, and beyond. With this partnership, The Honest Company works to bolster its continued growth with a unified trade planning foundation to drive greater accuracy, efficiency, and visibility across commercial operations. Why they sought a TPM solution. In the early stages, The Honest Company developed an efficient system of managing their trade rates, trade budgets, sales forecasting, and future-year planning metrics through Excel. However, as their operations scaled, they started to look to migrate these processes to a dedicated platform. Members of their team had used BluePlanner in a previous role. Remembering their success with the platform in the past, they brought it up as a potential solution to streamline processes and centralize their planning environment. Why they selected UpClear. In starting their search, the team at The Honest Company set out on improving a few key areas: * Trade Management * Live Revenue Tracking * Sales Forecasting * Annual Operating Planning (AOP) * Customer P&L Visibility and Accuracy Across several conversations and hands-on demos, the UpClear team demonstrated how the BluePlanner platform could serve as The Honest Company's central trade planning tool, merging various data sources for improved accuracy and efficiency. "We're excited to partner with The Honest Company," said UpClear Director of Sales Brian Kolubinskyj. "As a mature, established brand, their needs align perfectly with the strengths of BluePlanner. Our team is focused on ensuring the platform meets their needs today and continues to support them well into the future. We have a track record of innovation and intend to create more BluePlanner evangelists by delivering value from the platform throughout every stage of their careers." About UpClear. At UpClear, its mission is to empower Consumer Goods brands to maximize revenue performance and trade investment returns through intelligent, collaborative software - providing a single source of truth, streamlined automation, and actionable insights. Join its sales planning share group. Follow UpClear on LinkedIn. See blueplanner in action.

The Honest Company's shares rose 25.7% following announcement of a $25 million share repurchase programme and launch of its Sensitive Rich Cream product. The clean-beauty company reported 2025 sales of $371.32 million with a net loss of $15.69 million. The buyback will be funded by cash and operating cash flows. The new skincare product expands Honest's Sensitive Personal Care Collection, part of efforts to reshape its product mix toward higher-margin categories. However, challenges remain. Honest has guided for revenue decline in 2026, with analysts projecting the company needs 4.5% annual revenue growth to reach $444.2 million by 2028. The company faces pressure from rising tariff exposure and margin constraints, though some analysts see potential upside if its family-focused, clean-label positioning gains traction.

The Honest Company reported 5.3% organic revenue growth in 2025, reaching record household penetration of 7.6% by adding 1.7 million households. The company successfully executed its "Powering Honest Growth" transformation, exiting non-core categories including apparel, the Canadian market and direct fulfilment to focus on wipes, personal care and diapers. For 2026, the company projects organic revenue growth of 4% to 6%, with adjusted gross margins reaching the low 40s. Management expects $10 million to $15 million in annualised savings from restructuring and plans to consolidate warehouse operations into a single automated Las Vegas facility. The Honest Company authorised a $25 million share repurchase programme and maintains a debt-free balance sheet with $89.6 million in cash. Guidance assumes continued diaper category volatility offset by growth in wipes and personal care.