Organic Baby Line The Honest Company Raises Series E Financing

The Honest Company closed a round of Series E financing led by Fidelity Management & Research Company, with existing and other investors also participating.

The Honest Company, cofounded by actress Jessica Alba, provides more than 100 products across a wide range of consumer categories, including baby, personal care, beauty, home care, and vitamins and supplements. Honest products are available across the U.S. via honest.com and honestbeauty.com and at more than 13,000 retail locations across North America.

The financing round comes at a time of investment and transformation for the company. Supporting Honest’s accelerated growth agenda, the company has invested heavily in sales, R&D, brand and retail marketing and fulfillment teams. It has made several key changes at the management level, all as part of a strategic shift from ecommerce to omnichannel to drive company performance.