Jessica Alba’s The Honest Co. surges in debut

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In New York, The Honest Co., Jessica Alba’s natural-focused consumer goods brand, saw shares increase 44% in its initial public offering on Wednesday, May 5, valuing the company at $2.5 billion. 

Alba, perhaps best known for her role as Susan Storm in 2005’s Fantastic Four franchise, founded the brand in 2011. It sells products such as laundry detergent and skin care with an emphasis on natural ingredients at a number of major retailers, including Target and Amazon. Sales have been increasing due to consumer demand for natural solutions. 

“I have three kids, I would say Honest is my fourth kid,” Alba says in a press statement. “You should have products that you can trust and across the board we hit on all of those things that are very important to not just the millennials, but the younger generation that are driving really the consumer’s behavior to a more conscious life.”

The Honest Co. is listed on the Nasdaq under the ticker HNST.