Skip to content

THE HONEST COMPANY INC (HNST)

Consumer Staples · Personal Care Products · NASDAQ

The Honest Company is a mission-driven personal care brand that offers cleanly-formulated, sustainable products for families across the US.

What THE HONEST COMPANY INC does

The Honest Company is a personal care brand focused on creating cleanly-formulated, sustainably-designed products for babies and adults. Its product portfolio includes diapers, wipes, and personal care items, which are distributed through major national retail partnerships and e-commerce channels. The company is currently executing a multi-year transformation strategy to improve profitability by focusing on its core, higher-margin product categories.

Recent developments

In the second quarter of 2026, the company reported an 800 bps increase in gross margin and raised its full-year 2026 financial outlook due to organic revenue growth and structural cost improvements. It is currently executing 'Powering Honest Growth', a transformation initiative to exit non-strategic categories and channels, which is expected to be substantially completed by December 31, 2026.

From THE HONEST COMPANY INC's filing of 2026-08-05.

Themes: Clean label / natural ingredients, Sustainable consumer goods, E-commerce / omnichannel retail, Transformation / turnaround initiative, Baby care

Fundamentals

  • Price$4.97 as of 2026-10-08 close
  • Market cap$533M as of 2026-07-31 (share count; price 2026-10-08)
  • 1-year return+28.1% 2025-10-08 close $3.88 → 2026-10-08 close $4.97
  • P/En/a negative earnings
  • Net margin-4.2% FY2025, SEC XBRL
  • Gross margin+33.3% FY2025, SEC XBRL
  • ROE-9.2% FY2025, SEC XBRL
  • Debt / equity0.00 as of 2026-09-03
  • Revenue growth (YoY)-12.3% as of 2026-09-03
  • Revenue CAGR (3y)+5.8% SEC XBRL
  • Beta1.46 as of 2026-09-03
  • Last reported earnings2026-08-05 SEC EDGAR Form 8-K (Item 2.02)

Dividend: at least 2 years of non-decreasing per-share dividends (SEC XBRL) — we do not hold the year before it, so the real streak may be longer.

Ask why HNST looks like this →

How HNST compares in its sector

  • net profit marginbottom 10% 105 covered Consumer Staples peers, as of 2026-09-03
  • operating marginbottom 10% 98 covered Consumer Staples peers, as of 2026-09-03
  • gross marginmiddle range 93 covered Consumer Staples peers, as of 2026-09-03
  • return on equitybottom 10% 106 covered Consumer Staples peers, as of 2026-09-03
  • 3-year revenue CAGRmiddle range 109 covered Consumer Staples peers
  • free cash flow (absolute dollars, latest fiscal year)bottom 25% 110 covered Consumer Staples peers, as of FY2025

Position among covered Consumer Staples companies that report each metric (minimum 5 peers). A relative position within our covered catalog — not a valuation, quality, or investment judgment. A higher percentile is simply a higher value (for P/E, more expensive on earnings — never "better"). Informational only.

Ask how HNST stacks up against peers →

Dividend coverage

Not assessed — last reported dividend predates the accounts. The most recent fiscal year in which HNST reported a dividend payment is FY2021, while its reported financial statements run through FY2025. Coverage is therefore not assessed for the latest year — an FY2021 ratio would not describe HNST today.

Coverage is derived from reported SEC EDGAR XBRL figures, comparing dividends paid against net income and free cash flow for the SAME fiscal year. It is not shown here because the latest fiscal year with a reported dividend payment (FY2021) is older than the latest year of reported financial statements (FY2025), so any ratio would describe an out-of-date year. Informational only — not financial advice.

Ask whether HNST's dividend is covered →

How THE HONEST COMPANY INC looks technically

THE HONEST COMPANY INC (HNST) is trading 38.4% above its 200-day average, the long-term trend line — a longer-term uptrend. Its 50-day average crossed above its 200-day average about 95 trading days ago — a "golden cross", a bullish long-term signal. A trend is forming but not yet strong — ADX, a 0–100 trend-strength gauge, is 20 (a reading of 25+ marks a strong trend). Momentum is neutral — its 14-day RSI (a 0–100 momentum gauge) is 41, neither overbought (above 70) nor oversold (below 30). It made a new 20-day low about 2 trading days ago. It is 17.3% below its highest point of the past year.

Trend

8
Distance from the 200-dayit is trading 38.4% above its 200-day average, the long-term trend line — a longer-term uptrend+38.5%
50-day moving averageits average price over the last 50 trading days — a short-term trend line — is $5.15$5.15
200-day moving averageits average price over the last 200 trading days — the long-term trend line — is $3.59$3.59
Swing structureeach recent peak has been higher than the one before it and each dip has been shallower — the pattern chart-watchers call an uptrend, which describes where price has already been and not where it goes nexthigher highs and higher lows
Last swing turnits last significant turn was a swing high 34 calendar days ago — the swings before that are what the structure reading is measured on34 sessions
Wave structureits recent swings can be read as a completed three-part upward correction — a pullback in the A-B-C shape Elliott-wave chartists use; the labelling fails if price closes above 6.01. It is the only labelling that fits, though not with textbook proportions, and it describes the swings already printed, not what comes next.possible three-wave upward correction, complete (atypical proportions)
Since the 50/200 crossits 50-day average crossed above its 200-day average about 95 trading days ago — a "golden cross", a bullish long-term signal95 sessions
Trend strength (14-day ADX)a trend is forming but not yet strong — ADX, a 0–100 trend-strength gauge, is 20 (a reading of 25+ marks a strong trend)20.2

Momentum

3
14-day RSImomentum is neutral — its 14-day RSI (a 0–100 momentum gauge) is 41, neither overbought (above 70) nor oversold (below 30)41.3
Position in its 14-day rangeit is trading in the lower half of its 14-day range ($4.80 to $5.59) — its "stochastic" reading is 22 out of 100, where 0 would mean closing exactly at the 14-session low and 100 exactly at the high. This measures WHERE the price sits inside its recent range, which is a different question from the RSI beside it: RSI is a momentum gauge, measuring how FAST the price has been moving, so a stock can drift quietly to the bottom of its range with an ordinary RSI, or fall sharply and still sit in the middle. It has been climbing within that range over the last few sessions.21.5
Since the MACD crossed zeroMACD, a trend-momentum gauge, is in negative territory (momentum leaning bearish)22 sessions

Range

12
52-week highits highest closing price over the past year (about 252 trading days) was $6.01$6.01
From the 52-week highit is 17.3% below its 52-week high (its highest price of the past year)-17.3%
Above the 52-week lowit is 140.1% above its 52-week low (its lowest price of the past year)+140.1%
Below the 52-week highit is 17.3% below its highest point of the past year17.3%
Since a 20-day breakoutit made a new 20-day low about 2 trading days ago2 sessions
Since a 55-day breakoutit made a new 55-day high about 24 trading days ago24 sessions
All-time highits highest closing price on record is $8.97 (set on 2024-11-25)$8.97
Given back of the 52-week moveover the past year its closes ranged ($2.10 to $5.95), and it has given back roughly a quarter of its rise from last year’s low — 25% of it. Chart-watchers call 61.8%-65% given back the "golden pocket" — for this company that is $3.45 to $3.57. It is watched widely enough that orders cluster there, which is the honest reason it matters; it is not a forecast.25.4%
From the all-time highit is 44.6% below its all-time high-44.6%
Nearest price levelit is trading 5.4% below a resistance level at $5.24 — a price it turned at four times since 2025-03-24, most recently on 2025-07-28. Since 2024-10-08 it has 11 such levels below the current price and 6 above. Levels like these describe where the price has reversed or paused before; they are not a forecast of where it will go.+5.4%
All-time lowits lowest closing price on record is $1.06 (set on 2023-10-13)$1.06
Above the all-time lowit is 368.9% above its all-time low+368.9%

Volatility

5
Band width vs its own 6 monthsday-to-day price swings are narrower than usual versus its own recent 6-month history (tighter than about 86% of it)14th percentile
Typical daily rangein a typical session it travels about $0.2065 between its high and its low — about 4.2% of its price. That is its "average true range" over the last 14 sessions, which also counts the distance from the previous close, so a day that opens well away from yesterday counts as the large move it was$0.2065
Bollinger bands (20-day, ±2σ)most of its recent trading has stayed between about $4.92 and $5.56 — the "Bollinger bands", a range drawn two standard deviations either side of its 20-day average price, which widens when the stock gets more volatile and narrows when it settles$4.92 – $5.24 – $5.56
Typical daily range (% of price)its price moves about 4.2% in a typical session — about typical for the companies we cover. This is the average gap between a session's high and low over the last 14 sessions, counting overnight moves, expressed against the current price so it can be compared with companies trading at any price4.2%
Stretch from the 200-day averageit is trading 6.7 daily ranges above its 200-day average price (38.5% above it in plain percentage terms) — a way of asking how far it has stretched from its own average in units of how far it normally moves in a day, so a calm company and a jumpy one can be compared on the same scale6.7 daily ranges above its 200-day average

Volume

1
Volume vs its 30-day averagetrading volume is about normal versus its 30-day average1.04×

Analyst

2
Change in the average price targetanalysts' average price target is unchanged from the prior reading0.0%
Change in the consensus ratingnot available for this company yetn/a

Candlestick patterns

2
Since a hammertoday, after a stretch of decline, it sold off hard during the session and then closed back near its high — a "hammer", the long lower wick showing the drop was bought back before the closetoday
Since a bearish engulfing2 sessions ago it opened above the previous session's close and finished below that session's open — a "bearish engulfing" pair, where one down day more than undid the up day before it2 sessions ago

Price gaps

3
Gap at the openit opened on 2026-10-08 0.2% below the previous session's close — an overnight gap, the part of the move that happened while the market was shut, and traded back through that level before the close-0.2%
Open gapit gapped 26.9% above the previous close 44 sessions ago and has not traded back through the level it left behind at 3.85 — an "unfilled gap", which describes a price range no trade has since crossed and is not a forecast that it will be crossed+26.9%
Gap filleda 2.8% gap up opened on 2026-09-22 has been "filled" 12 sessions ago — price traded back through the level the gap left behind, and it closed again during the very session that opened it12 sessions ago

Price streaks

1
Closing streakit closed higher in its latest session, after a session that did not close higher — a single up day rather than a run1 session up

Relative strength

4
vs market, 1 monthover the past 1 month this stock lagged the market by 14.5 percentage points (the stock lost 13.4% while the market gained 1.0%)-14.5%
vs market, 3 monthsover the past 3 months this stock beat the market by 23.6 percentage points (the stock gained 27.4% while the market gained 3.8%)+23.6%
vs market, 6 monthsover the past 6 months this stock beat the market by 61.3 percentage points (the stock gained 78.8% while the market gained 17.5%)+61.3%
vs market, 12 monthsover the past 12 months this stock beat the market by 13.1 percentage points (the stock gained 28.1% while the market gained 15.0%)+13.1%

Signal agreement

2
Bullish technical signals3 of the 9 technical signals we can compute for it are currently in a bullish state: a "golden cross" — its 50-day average is above its 200-day, trading above its 200-day average, outperforming the market over 6 months — these describe past price behaviour, not a forecast3 of 9
Bearish technical signals2 of the 9 technical signals we can compute for it are currently in a bearish state: a fresh 20-day low, MACD momentum is negative — these describe past price behaviour, not a forecast2 of 9

Trend (Ichimoku cloud)

1
Vs the Ichimoku cloudtrading inside the Ichimoku cloud — a band drawn from where its own highs and lows sat up to 2026-09-01 and projected forward over today's price, the zone traders read as unresolved — neither side has established a trend, and the band is where that gets settled. The band itself is moderate, spanning 7.9% of the share price.0.0%

Volume-weighted price

2
Vs this year’s average price paidthe price is 30% above the average price paid so far this year, so the typical buyer over that stretch is showing a gain. That average is $3.81 — a volume-weighted average of daily closes over 190 sessions, not a true tick-by-tick VWAP.+30.4%
Vs the average paid since it last reportedthe price is 7% below the average price paid since it last reported on 2026-08-05 (its 10-Q), so the typical buyer over that stretch is under water. That average is $5.33 — a volume-weighted average of daily closes over 46 sessions, not a true tick-by-tick VWAP.-6.7%

Rising wedge, bearish — broke down · entry $5.42 · 76 sessions in

Price levels it has turned at before

HNST last closed at $4.97 on 2026-10-08. Since 2024-10-08 it has turned at 11 prices below its last close and 6 above; the 3 nearest below and the 3 nearest above are listed, nearest first.

LevelSideDistanceEvidence
$5.24Resistance5.4% above the last closeturned there four times · 2025-03-24 to 2025-07-28
$4.64Support6.5% below the last closeturned there twice · 2025-03-10 to 2026-08-18
$5.59Resistance12.4% above the last closeturned there three times · 2025-01-13 to 2026-09-22
$4.32Support13.1% below the last closeturned there three times · 2025-05-08 to 2025-07-16
$4.14Support16.6% below the last closeturned there four times · 2025-04-21 to 2026-07-15
$5.85Resistance17.6% above the last closeturned there twice · 2025-01-23 to 2026-08-06

A level is a price this company reversed or paused at more than once — they describe past behaviour, not a forecast of where the price will go.

Wave structure

Its recent swings can be read as a three-part upward correction — the A-B-C shape chartists use for a pullback — now complete.

This labelling fails — stops being a possible reading at all — if it closes above $6.01.

It is the only labelling that fits these swings, though its proportions are not the textbook ones.

This reading has stood for 19 trading days, since 2026-09-14.

Read from daily closes as of 2026-10-08.

An Elliott-wave count describes the swings already printed and the level that would disprove it. It is not a forecast, a target, or advice.

Based on daily closing prices as of 2026-10-08. Describes past price behavior only — informational, not financial advice.

Ask about HNST's technicals →

Analyst consensus

  • Mean price target$5.20 range $5.00 – $5.70; median $5.00

Analyst estimates, as of 2026-10-09. These are third-party analyst opinions and price targets, aggregated — not a recommendation, prediction, or advice from stocks-llm. Informational only.

Analyst EPS estimate for HNST

  • Consensus EPS estimate$0.00023 next reporting period, as of 2026-10-09
  • Estimate change, 30 days$0.00 from $0.00023, on 2026-09-04, 35-day window
  • Readings revised upward0% of 8 comparable readings

The consensus estimate for the next reporting period, and how it has moved between readings of that SAME period. A change is measured only between readings estimating one period — when a company reports, the consensus moves to the next quarter and the two numbers are not comparable. Informational only, not a forecast and not advice.

Ask how HNST's estimates have moved →

Key risks (from latest filing)

["Execution risks associated with the 'Powering Honest Growth' transformation strategy and potential for higher-than-expected costs.","Reliance on a limited number of significant retail and e-commerce partners for distribution.","Intense competition from established legacy CPG players and emerging direct-to-consumer brands."]

See HNST's biggest risks from its latest 10-Q →

What changed in the latest 10-Q

AI-assisted comparison of HNST's 10-Q filed 2026-05-06 against the prior one filed 2025-11-05.

Management's Discussion & Analysis (MD&A)

  • Added:
    • Newer filing (2026-05-06) adds detailed 'Powering Honest Growth' cost and benefit projections: total costs of $30.0-$35.0 million through Q1 2027, with $5.0-$8.0 million in restructuring costs and $25.0-$27.0 million in other costs; annualized benefits of $10.0-$15.0 million; and cash impact of $13.0-$18.0 million for 2026-2027
    • Newer filing adds statement that $1.3 million in Powering Honest Growth costs were recognized during three months ended March 31, 2026, for a total of approximately $25.3 million recognized to date
    • Newer filing (2026-05-06) adds reference to a table showing costs recognized in Q1 2026 (table content cut off in provided text)
    • Newer filing specifies that Powering Honest Growth includes exiting 'apparel category as a seller of merchandise' (more specific language than older filing)
    • Newer filing references audited consolidated financial statements for fiscal year ended December 31, 2025, filed February 25, 2026
    • Newer filing reorganizes Overview section with shortened description of product categories and explicit statement about Honest.com transition effective December 31, 2025
  • Removed:
    • Older filing (2025-11-05) includes narrative about integrated multi-category portfolio design serving consumers at every age and life stage, driving loyalty and wallet share, which is removed in newer filing
    • Older filing includes detailed description of target consumer demographics (modern, aspirational, style-forward, young, mobile-centric, digitally-inclined) which is removed in newer filing
    • Older filing includes discussion of disruptive digital marketing strategy and direct community connection, removed in newer filing
    • Older filing references 2023 Transformation Initiative and its completion during 2023, which is abbreviated in newer filing
    • Older filing includes language about 'last order shipment expected to occur on December 28, 2025' for Honest.com transition; newer filing states transition 'effective December 31, 2025'
    • Older filing references audited consolidated financial statements for fiscal year ended December 31, 2024, filed February 26, 2025
    • Older filing includes partial text of 'Key Factors Affecting Our Performance' section at end, which is cut off in both provided texts
  • Reworded:
    • Overview description of company: Newer filing (2026-05-06) states 'Founded in 2012' and shortens product category list; Older filing (2025-11-05) states 'Launched in 2012' and includes more categories (apparel, household care, wellness)
    • Newer filing describes products 'for everyone from babies to adults' and mentions 'wipes, personal care, diapers, and beauty'; Older filing uses 'diapers, wipes, baby personal care, beauty, apparel, household care and wellness'
    • Powering Honest Growth objective: Newer filing states it is 'aimed at driving growth, improving simplicity, focus and profitability'; Older filing states 'aimed at improving simplicity, focus and profitability'
    • Newer filing uses phrase 'exiting certain lower margin, non-strategic categories and channels'; Older filing uses 'exiting certain lower margin, non-strategic categories and channels'
    • Newer filing specifies 'exiting apparel category as a seller of merchandise'; Older filing states 'exiting...apparel'
    • Margin Enhancement section: Newer filing states 'Focusing our resources on the United States, which included the exit of our low-margin products in Europe and Asia in 2023'; Older filing states 'Focusing our resources on the United States, which included the exit of our low-margin business in Europe, Asia'
    • Margin Enhancement description of cleaning/sanitization: Newer filing states 'Exiting low-margin elements of cleaning and sanitization products in 2023'; Older filing states 'Exiting low-margin elements of the cleaning and sanitization business in 2023'
    • DTC channel language: Newer filing states 'strategic shift away from our lower margin channels, including exiting our direct-to-consumer (DTC) channel in 2025'; Older filing states 'strategic shift away from our lower margin channels, including our direct-to-consumer (DTC) business in 2025'
  • Notes:
    • Both provided text samples are truncated at the end; older filing ends mid-sentence in 'Key Factors Affecting Our Performance' section and newer filing ends mid-table
    • Comparison is limited to the portions of MD&A that were provided; full section analysis cannot be completed

AI-assisted comparison of two SEC filing sections. It describes wording and theme changes only, makes no materiality, legal, or investment judgement, and is not financial advice. Informational only — not financial advice.

Ask what changed in HNST's latest 10-Q →

Insider activity (SEC Form 4)

0 open-market purchases and 12 open-market sales by insiders in the last 90 days, of which we have read Form 4 filings through 2026-10-04. The 5 days since 2026-10-04 have not been checked yet.

  • Last 30 days · read to 2026-10-040 buys · 1 sell ($137000) — 1 selling insider
  • Last 90 days · read to 2026-10-040 buys · 12 sells ($2M) — 8 selling insiders
  • Last 180 days · read to 2026-10-040 buys · 21 sells ($2M) — 9 selling insiders

Activity heuristic: net selling (a transparent product heuristic from the counts above, not a prediction or advice)

Most recent open-market transaction: 2026-09-14. Based on Form 4 filings read through 2026-10-04; anything filed since is not yet included.

View full insider trading history → View SEC Form 3/4/5 filings

Ask about HNST's insider activity →

Only open-market purchases (SEC code P) and sales (code S) are counted here. Option exercises, vesting/awards, gifts, and shares withheld for taxes are excluded — they are compensation or mechanical, not open-market conviction. Sales may be planned and non-discretionary (e.g. a Rule 10b5-1 plan) and are not necessarily bearish; open-market buying is not a recommendation to buy. Informational only — not financial advice.

Institutional ownership (13F)

4 institutional 13F filers reported holding HNST as of 2026-06-30 (quarter-end position, filed within 45 days).

  • Distinct 13F filers 4
  • Reported shares held 12,539,984
  • Reported value $45,896,342

reported quarterly holdings change (2026-03-31 → 2026-06-30): 0 new, 4 increased, 0 decreased, 1 exited. Change counts cover only managers that filed 13F reports in BOTH quarters, derived between two quarter-end snapshots — not same-day trades; a single manager is never said to have "bought" or "sold".

Institutional holdings are quarter-end long positions reported on SEC Form 13F-HR, filed up to 45 days after the quarter ends — they are delayed, are not real-time trades, exclude short positions and most non-US securities, and are not investment advice. Any increase/decrease is a reported change between two quarterly snapshots, not a same-day purchase or sale. These are quarter-end snapshots from the 13F filings on SEC EDGAR, filed within 45 days — not real-time, and any change is a difference between two quarterly reports, not a same-day trade. Informational only — not financial advice.

Ask about HNST's institutional holders → See what each manager we track holds →

Short interest (FINRA)

HNST had 10,662,535 shares of reported short interest as of the 2026-09-15 FINRA settlement date (delayed, bi-monthly; not real-time).

HNST had 9.94% of its shares outstanding sold short as of the 2026-09-15 FINRA settlement date (percent of FLOAT would be higher — float is not disclosed in the source). FINRA reported 5.16 days to cover at the same settlement.

  • Reported short interest (shares) 10,662,535
  • Short interest (% of shares outstanding) 9.94%
  • Prior settlement (shares) 10,729,418
  • Reported change -0.62%
  • Days to cover (reported) 5.16

Reported to FINRA as of the 2026-09-15 settlement date. Short interest is reported to FINRA and published on a delayed, bi-monthly schedule (as of a settlement date, disseminated roughly eight business days later) — it is NOT real-time, does not cover every venue or all US trading, and is not a short-squeeze prediction or investment advice. Days-to-cover is the value FINRA reports; percent of float is not shown because the source file carries no share-count denominator — where a percent appears it is of shares OUTSTANDING, the larger base, and is therefore a floor on percent of float. Informational only — not financial advice.

Ask about HNST's short interest →

Competitors & peers

AI-enriched competitor set. Linked names are companies covered by stocks-llm; other named peers are shown for reference only.

Not quite? Describe exactly what you want →

Compare HNST vs…

HNST ranks in…

Frequently asked questions

What does THE HONEST COMPANY INC (HNST) do?

The Honest Company is a personal care brand focused on creating cleanly-formulated, sustainably-designed products for babies and adults. Its product portfolio includes diapers, wipes, and personal care items, which are distributed through major national retail partnerships and e-commerce channels. The company is currently executing a multi-year transformation strategy to improve profitability by focusing on its core, higher-margin product categories.

What sector is THE HONEST COMPANY INC (HNST) in?

THE HONEST COMPANY INC (HNST) is classified in the Consumer Staples sector. Its industry is Personal Care Products. It trades on NASDAQ.

Who are THE HONEST COMPANY INC's (HNST) competitors?

Notable peers of THE HONEST COMPANY INC (HNST) include WaterWipes UC, Edgewell Personal Care Company, ZURU Edge Limited (Millie Moon/Rascals) and DUDE Wipes, Inc.. This peer set is informational only — not financial advice.

Is THE HONEST COMPANY INC (HNST) overbought or oversold right now?

THE HONEST COMPANY INC (HNST) is currently neither overbought nor oversold — its 14-day RSI (a 0–100 momentum gauge) is 41, in the neutral middle (as of 2026-10-08). RSI describes recent price momentum, not a forecast — informational only, not financial advice.

Where does stocks-llm's data on HNST come from?

Fundamentals come from SEC XBRL company filings for the figures marked with a fiscal year, and market data, as of 2026-09-03 for the rest; prices are market data, as of 2026-09-03; company filings and profile facts come from SEC EDGAR. All figures are delayed daily-close data shown with their as-of date — informational only, not financial advice.

Fundamentals: SEC XBRL company filings for the figures marked with a fiscal year, and market data, as of 2026-09-03 for the rest. Filings: SEC EDGAR. Prices are delayed daily-close data.

Last updated 2026-10-08.

Informational only — NOT financial advice. All figures are delayed daily-close data from SEC EDGAR & market data, shown with their as-of date.