The Honest Inc's Competitiveness
A competitive positioning analysis and financial ratio benchmarking of The Honest Inc (HNST) against its publicly traded competitors: sales growth, net income, profitability, valuation and market share, plus each peer's market capitalization, revenue, income and employees. Free below: the top 5 peers. Subscriber access adds the full competitor list and CSV downloads.
Key Findings: The Honest Inc vs Its Competitors
- TTM: Trailing 12-month revenue of 341M vs 142,227M combined for tracked competitors (0.2% combined share).
- Trending: Latest-quarter revenue run-rate is decelerating (-2.3% annualized vs trailing 12 months), vs holding steady (-0.7%) for its tracked peer group.
- Growth: The Honest Inc generated -10.9% revenue growth year over year in Q2 2026, vs 2.1% for its tracked competitors combined.
- Profitability: Its 12.8% net margin compares with 13.1% for the peer group.
- Scale: The Honest Inc ranks #17 of 36 companies by market capitalization in the Internet, E-commerce, Online Shops industry, holding 0.0% of industry market cap.
- Peer revenue share: The Honest Inc accounted for 0.2% of combined revenue among its tracked peer group, down from 0.3% a year earlier.
- Peer differentiation: Revenue per employee of $1.73M compares with $0.67M for the peer group (2.6x).
Every figure above is sourced and cited in detail further down this page (Market Structure, Profitability & Cost Structure, Productivity vs Peers).
HNST Sales vs. its Competitors, Q2 2026
The Honest Inc reported revenue contraction of 10.87 % year on year in Q2 2026, below its competitors' combined revenue growth of 2.08 %.
With a net margin of 12.83 %, The Honest Inc reported lower profitability than its competitors (13.08 %).
The Honest Inc generated 0.24 % of the combined sales of its peer group, down from 0.27 % a year earlier.
The Honest Inc vs. its Competitors, Q2 2026
Revenue growth, year on year
Net income growth, year on year
Net margin
Revenue run-rate vs trailing 12 months
TTM net margin
TTM = trailing twelve months. Run-rate annualizes the latest quarter (×4) and compares it to TTM. In millions of $. High-Confidence Competitors are named as a competitor directly in an SEC filing; Similar-Size Competitors are the closest peers by market-cap rank within the same industry; Similar Growth & Profitability Competitors are the closest peers by combined revenue growth, operating margin and ROIC, all independent of the competitor list.
TTM revenue, latest-quarter run-rate and net income/margin benchmarked across The Honest Inc and its 4 competitor groupings. Available under Commercial License.
| Entity | TTM Revenue | Rev Run-rate vs TTM |
|---|---|---|
| The Honest Company Inc | $12,345M | +12.3% · Accelerating |
| Competitors combined | $12,345M | +12.3% · Accelerating |
| High-Confidence Competitors (7) | $12,345M | +12.3% · Accelerating |
| Similar-Size Competitors (3) | $12,345M | +12.3% · Accelerating |
| Similar Growth & Profitability (6) | $12,345M | +12.3% · Accelerating |
TTM revenue, run-rate and net margin benchmarking across The Honest Inc's competitor groups requires a Commercial License.
For context: the Internet, E-commerce, Online Shops industry grew revenue 54.1% year over year, combined, vs -10.9% for The Honest Inc. The Honest Inc's share of combined industry revenue moved from 0.04% to 0.02%, a loss of 0.02 percentage points.
The Honest Inc's Competitor Quality Breadth
Share of each group, trailing 12 months: profitable (net margin > 0), expanding (revenue growth > 0), growing faster than the industry's own median, and financially distressed (Piotroski F-Score of 2 or below).
| Entity | Profitable | Expanding | Above Industry Growth | Distressed |
|---|---|---|---|---|
| The Honest Company Inc | No | No | No | No |
| Competitors combined (9) | ||||
| High-Confidence Competitors (9) | ||||
| Similar-Size Competitors (10) | ||||
| Similar Growth & Profitability (8) | 62.50 % (5 of 8) | 50.00 % (4 of 8) | 12.50 % (1 of 8) | 0.00 % (0 of 6) |
Source: CSIMarket API, trailing 12 months. Altman Z-Score is not shown here: it is not populated in the underlying data for any company. Percentages are of companies in each group that report the relevant metric, not of the full group size.
HNST Stock Performance relative to its Competitors
HNST Stock Performance relative to High-Confidence Competitors
HNST Stock Performance relative to Similar-Size Competitors
HNST Stock Performance relative to Similar Growth & Profitability Competitors
5 Best-Performing Tracked Competitors, Trailing 12 Months
| # | Competitor | TTM Share Price Return | vs U.S.A. 500 |
|---|---|---|---|
| 1 | Psq Holdings Inc | 282.9% | Outperformed |
| 2 | Edgewell Personal Care Company | 282.9% | Outperformed |
| 3 | Kenvue Inc | 282.9% | Outperformed |
| 4 | Colgate palmolive Company | 282.9% | Outperformed |
| 5 | Procter and Gamble Co | 282.9% | Outperformed |
TTM share price return and U.S.A. 500 outperformance for The Honest Inc's best-performing tracked competitors requires a Commercial License.
Source: CSIMarket API, trailing 12 months.
The Honest Inc's Comment on Competition and Industry Peers
Publicly Traded Peers of The Honest Company Inc
Revenue and income for trailing 12 months, in millions of $, except employees| Company | Market Cap | Revenues |
|---|---|---|
| The Honest Company Inc | 599.46 | 341.10 |
| Procter and Gamble Co | 361,061.51 | 87,032.00 |
| Colgate palmolive Company | 69,371.74 | 21,046.00 |
| Kenvue Inc | 34,383.24 | 15,408.00 |
| Kimberly clark Corporation | 32,920.04 | 16,582.00 |
| The Clorox Company | 9,915.90 | 6,760.00 |
| SUBTOTAL | 509,615.73 | 205,891.66 |
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Sources: The Honest Company Inc's official press releases and regulatory filings; CSIMarket.com's market research; and the financial filings and press releases of the other companies cited.
Updated on:
Focus of this report: publicly traded companies. Ten additional tables on The Honest Company Inc versus competitors, including market share analysis, are in the navigation menu under Competition. To download the tables, please subscribe.
The Honest Inc's Competitors Named by the Company
Competitive relationships identified from SEC filings and corroborating sources, each with a basis and confidence.| Competitor | Basis | Confidence |
|---|---|---|
| The Clorox Company | Named by the company | 85% |
| Kenvue Inc. | Named by the company | 85% |
| Unilever PLC | Named by the company | 85% |
| Psq Holdings Inc | Named by the company | 85% |
| Edgewell Personal Care Company | Named by the company | 85% |
| LVMH Moët Hennessy Louis Vuitton | Named by the company | 85% |
| Carter's Inc. | Named by the company | 85% |
| Procter & Gamble Company | Named by the company | 85% |
| ZURU Edge Limited | Named by the company | 85% |
| Grove Collaborative Holdings Inc | Named by the company | 85% |
| Estée Lauder Inc. | Named by the company | 85% |
| L’Oréal S.A. | Named by the company | 85% |
| DUDE Wipes, Inc. | Named by the company | 85% |
| Kimberly-Clark Corporation | Named by the company | 85% |
| Reckitt Benckiser Group plc | Named by the company | 85% |
| Burt’s Bees, Inc. | Named by the company | 85% |
| Johnson & Johnson Consumer Inc. | Named by the company | 85% |
| Pacifica Beauty LLC | Named by the company | 85% |
| WaterWipes UC | Named by the company | 85% |
Filing basis, confidence, active dates and source counts for The Honest Inc's named competitors require a Commercial License.
Methodology: relationships are extracted from SEC filings (named-competitor disclosures) and corroborating sources. Named by the company = explicitly disclosed as a competitor; Inferred = derived from corroborating signals. Confidence reflects evidence strength.
The Honest Inc's Business Segment Mix vs Peers
Revenue by operating segment or division, as named and reported by each company. Segment names are the filer's own and are not standardized across companies. Do not assume a same-named or similarly-named segment is defined identically between two companies. Shares are of each company's own total revenue and are not required to sum to 100% (intersegment revenue, unallocated items).| Company | Largest Segment |
|---|---|
| Procter and Gamble Co | Fabric & Home Care 34.83 % |
| Colgate palmolive Company | Oral, Personal and Home Care 77.71 % |
| Kenvue Inc | Self Care 43.46 % |
| Kimberly clark Corporation | North America (NA) 64.41 % |
| Edgewell Personal Care Company | Wet Shave 56.61 % |
Source: operating segment revenue as reported in each company's SEC filings (10-K/10-Q), via the CSIMarket API, leaf-level reportable segments only (parent roll-up segments are excluded where sub-segments are separately disclosed).
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The Honest Inc's Productivity vs Peers Comparison
Revenue and income per employee, trailing 12 months, in $; market cap in millions of $| Company | Market Cap | Revenue / Employee | Income / Employee |
|---|---|---|---|
| The Honest Company Inc | 599 | 1,731,472 | -42,944 |
| Procter and Gamble Co | 361,062 | 836,846 | 155,231 |
| Colgate palmolive Company | 69,372 | 626,369 | 64,345 |
| Kenvue Inc | 34,383 | 700,364 | 75,364 |
| Kimberly clark Corporation | 32,920 | 460,611 | 55,250 |
| The Clorox Company | 9,916 | 768,182 | 87,500 |
| PEERS TOTAL | 509,016 | 668,827 | 109,963 |
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The Honest Inc's Geographic Revenue Exposure vs Peers
Revenue by country/region as reported in each company's most recent filing. Disclosure granularity varies by filer (some report by country, others by broad region) and is shown as disclosed.| Company | Largest Market |
|---|---|
| Procter and Gamble Co | Non-US 52.05 % |
| Edgewell Personal Care Company | United States 51.24 % |
Source: revenue geography as reported in each company's SEC filings (10-K/10-Q), via the CSIMarket API. Percentages are of that company's own total consolidated revenue for its most recent reported period.
The Honest Inc's Position in Industry Market Structure
Market-capitalization share and concentration across all 32 companies in The Honest Inc's industry classification, broader than the peer set above. Market cap in millions of $.The Honest Inc ranks #17 of 32 companies by market capitalization in its industry, holding 0.02 % of total industry market cap. The industry's Herfindahl-Hirschman Index (HHI) is 9,402, indicating a highly concentrated market structure (U.S. antitrust guidance: below 1,500 unconcentrated, 1,500 to 2,500 moderately concentrated, above 2,500 highly concentrated).
| Rank | Company | Market Cap | Industry Share |
|---|---|---|---|
| 1 | Amazon com Inc | 2,683,773 | 96.96 % |
| 2 | Coupang Inc | 24,736 | 0.89 % |
| 3 | Cdw Corp | 16,604 | 0.60 % |
| 4 | Wayfair inc | 13,019 | 0.47 % |
| 5 | Chewy Inc | 1,234 | 5.2% |
| 6 | Insight Enterprises Inc | 1,234 | 5.2% |
| 7 | Pattern Group Inc | 1,234 | 5.2% |
| 8 | Pc Connection Inc | 1,234 | 5.2% |
| 9 | Gigacloud Technology Inc | 1,234 | 5.2% |
| 10 | Revolve Group Inc | 1,234 | 5.2% |
| 17 | The Honest Company Inc | 599 | 0.02 % |
Market cap and industry share for the rest of The Honest Inc's industry peers requires a Commercial License.
Source: CSIMarket API (daily market-structure computation) across CSIMarket's industry classification, market capitalization as of 2026-09-28.
The Honest Inc's Same-Size Peers & Stock Performance
Peers chosen by closeness in market-cap rank within the same industry classification (not the named-competitor list above). Trailing 12-month total return, 3-month price momentum, beta and Sharpe ratio vs the broad U.S. market.| Rank | Company | Market Cap | TTM Return |
|---|---|---|---|
| 12 | Luxexperience B v | 1,320 | 8.91 % |
| 13 | Vipshop Holdings Limited | 1,277 | -33.00 % |
| 14 | D market Electronic Services and Trading | 828 | -11.27 % |
| 15 | Betterware De M Xico S A P I De C V | 632 | 30.07 % |
| 16 | Lightinthebox Holding Co Ltd | 1,234 | 12.3% |
| 17 | The Honest Company Inc | 599 | 38.33 % |
| 18 | Baozun Inc | 1,234 | 12.3% |
| 19 | Stitch Fix Inc | 1,234 | 12.3% |
| 20 | Contextlogic Inc | 1,234 | 12.3% |
| 21 | Thredup Inc | 1,234 | 12.3% |
| 22 | 1stdibs com Inc | 1,234 | 12.3% |
Market cap, return, momentum, beta and Sharpe ratio for the rest of The Honest Inc's same-size peers requires a Commercial License.
Source: CSIMarket API (daily market-structure computation); returns and risk metrics as of 2026-09-28. Beta and Sharpe ratio are versus the broad U.S. equity market, not this industry.
The Honest Inc's Profitability & Cost Structure
Trailing 12-month margins from SEC-filed financials. Operating margin is compared to the Internet, E-commerce, Online Shops industry median; gross margin, EBITDA margin and capital intensity are compared to the live industry average (50 companies).| Metric | Company | Industry | Difference |
|---|---|---|---|
| Gross Margin | 35.76 % | 39.17 % (avg) | -3.4 pp |
| Operating Margin | -3.55 % | industry median | -5.2 pp |
| EBITDA Margin | -1.59 % | -2.82 % (avg) | +1.2 pp |
| Capital Intensity (Capex / Revenue) | 1.13 % | 1.73 % (avg) | -0.6 pp |
Source: CSIMarket API, trailing 12 months. SG&A and R&D as a share of revenue have limited coverage as this data is backfilled and appear only where reported. Higher capital intensity is not inherently negative; it reflects the industry's asset requirements.
The Honest Inc's Valuation vs Competitive Position
Valuation multiples vs the Internet, E-commerce, Online Shops industry average (50 companies, excluding loss-making/negative-equity outliers), alongside returns on capital for context on whether a premium or discount lines up with measurably stronger or weaker returns.| Metric | Company | Industry Average | Difference |
|---|---|---|---|
| P/E | - | 18.4x | - |
| EV / EBITDA | - | 14.3x | - |
| P/B | 2.3x | 3.2x | -0.9x |
| Return on Equity | -4.86 % | industry aggregate | -35.11 % |
| Return on Invested Capital | -3.43 % | 4.58 % (avg) | -8.01 % |
Source: CSIMarket API, trailing 12 months. A valuation premium or discount is not, by itself, a judgment of over- or under-valuation. Compare it against the return and growth context shown elsewhere on this page.
The Honest Inc's Multi-Year Financial Trajectory
Fiscal-year revenue growth, operating margin, return on invested capital and P/E, as reported in SEC filings.| Metric | 2021 | 2023 | 2024 | 2025 |
|---|---|---|---|---|
| Revenue Growth | - | 9.53 % | 9.93 % | -1.85 % |
| Operating Margin | -11.56 % | -11.33 % | -1.68 % | -4.22 % |
| Return on Invested Capital | -12.72 % | -14.17 % | -2.13 % | -4.21 % |
| P/E | - | - | - | - |
Source: CSIMarket API, fiscal-year figures. P/E is this company's own historical ratio at each fiscal year end and can swing sharply around an earnings trough: that is real, not a data error.
The Honest Inc's Strategic Group Map
Every company in The Honest Inc's industry and named-competitor list, plotted by trailing 12-month revenue growth and operating margin. The Honest Inc is shown in red; its closest peers by combined growth, margin and ROIC (the Similar Growth & Profitability group above) are labeled.
Source: CSIMarket API, trailing 12 months. Extreme outlier values (from near-zero-revenue companies) are excluded from the plotted cloud but never from the highlighted company or its labeled peers.
The Honest Inc's BCG Growth-Share Matrix
Relative market share (vs The Honest Inc's largest competitor by market cap) against industry revenue growth, using the standard textbook thresholds (1.0x share, 10% growth) a common framework, not a precision instrument.
The Honest Inc falls in the Dog quadrant: relative market share of 0.00x vs its largest competitor, in an industry growing revenue 3.0% (median, trailing 12 months).
Source: CSIMarket API (market-cap share and industry revenue growth). The 10% growth and 1.0x share lines are standard textbook thresholds, not derived from this industry's own distribution. A caveat worth reading alongside this chart: Amazon com Inc alone holds 97% of this industry's market cap. In an industry this dominated by one leader, the framework will place nearly every OTHER company in "Dog" or "Question Mark" purely because relative share is measured against that leader, regardless of how strong those other companies actually are on their own fundamentals. Check the Profitability, Valuation and Financial Strength sections above before treating this quadrant label as a verdict.
The Honest Inc's Competitive Forces (Porter's Five Forces)
Only the forces this data can support honestly are shown; the other three are marked as such rather than guessed.| Force | Assessment | Basis |
|---|---|---|
| Competitive Rivalry | Low | Industry HHI of 9,402 (see Industry Market Structure & Concentration above) |
| Barriers to Entry | Lower than typical for the industry | Capital intensity (capex / revenue) of 1.13 % vs industry average 1.73 % (see Profitability & Cost Structure above) |
| Supplier Power | Not covered on this page | See The Honest Inc's dedicated suppliers page for concentration and dependency data |
| Buyer Power | Not covered on this page | See The Honest Inc's dedicated customers page for concentration and dependency data |
| Threat of Substitutes | - | No systematic data source for cross-product substitution exists in this system; not estimated |
Note: this is a partial, data-grounded application of the framework, not a complete strategic assessment. Rivalry and barriers-to-entry readings are mechanical translations of the HHI and capital-intensity figures shown elsewhere on this page, not independent judgments.
The Honest Inc's Industry Attractiveness & Competitive Strength
A CSIMarket composite, not a standard field: each axis is an equal-weighted average of three factors already shown elsewhere on this page (industry growth, industry profitability and rivalry for attractiveness; relative market share, profitability and growth vs industry for strength). Disclosed as a designed methodology, not a precision measurement.
The Honest Inc falls in the Medium attractiveness / Low strength cell: Harvest.
Source: CSIMarket API, trailing 12 months. Each axis score is a simple 1(low)/2(medium)/3(high) average across its three inputs -- a transparent, disclosed simplification, not a validated academic scoring model.
The Honest Inc's SWOT
Every point below is a fixed rule applied to a metric already shown elsewhere on this page (Market Structure, Profitability, Valuation, Run-Rate, Stock Performance, Quality Breadth) not an independent strategic assessment. A blank quadrant means no rule was met, not that none apply.Strengths
- Outperforming the U.S.A. 500 over the trailing 12 months.
Weaknesses
- Operating margin 5.2 points below the industry median.
- Return on equity 35.1 points below the industry aggregate.
- Latest-quarter revenue run-rate is decelerating (-2.3% annualized vs trailing 12 months).
- Low relative market share vs the industry leader (0.00x).
Opportunities
No rule matched.
Threats
- Industry dominated by Amazon com Inc , holding 96.96 % of industry market cap.
Methodology: mechanical, rule-based SWOT. Each bullet reuses a figure already sourced and cited elsewhere on this page; nothing here is generated narrative or independent analyst judgment.
The Honest Inc's Financial Strength vs Peers Comparison
Quick ratio, working capital, debt to equity and asset turnover, trailing 12 months| Company | Quick Ratio | Working Capital | Debt / Equity |
|---|---|---|---|
| The Honest Company Inc | 1.89 | 4.29 | - |
| Procter and Gamble Co | 0.25 | 0.71 | 0.71 |
| Colgate palmolive Company | 0.21 | 0.95 | 12.14 |
| Kenvue Inc | 0.18 | 0.98 | 0.81 |
| Kimberly clark Corporation | 0.10 | 0.80 | 4.08 |
| The Clorox Company | 0.18 | 0.82 | 9.85 |
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Quick ratio = cash / current liabilities; working capital ratio = current assets / current liabilities; asset turnover = revenue / total assets. Peers in the Blank Checks industry are excluded.
The Honest Inc's Revenue and Income Growth vs Peers
Quarterly revenue and net income growth, year over year and quarter over quarter| Company | Period | Revenue Y/Y | Income Y/Y |
|---|---|---|---|
| The Honest Company Inc | Q2 2026 | -10.9 % | +176.1 % |
| Procter and Gamble Co | Q2 2026 | +1.5 % | -15.0 % |
| Colgate palmolive Company | Q2 2026 | +4.9 % | -7.0 % |
| Kenvue Inc | Q2 2026 | +3.0 % | +8.6 % |
| Kimberly clark Corporation | Q2 2026 | +0.6 % | -31.6 % |
| The Clorox Company | Q1 2026 | +0.1 % | +0.0 % |
| PEERS TOTAL | -10.3 % | +26.4 % |
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Growth is shown only where both periods are positive. Peers in the Blank Checks industry are excluded.
The Honest Inc's Peers' Costs of Sales and Capital Expenditures
Context for revenue growth: peer costs and capex, year over year and quarter over quarter| Company | Period | Costs Y/Y | Capex Y/Y |
|---|---|---|---|
| The Honest Company Inc | Q2 2026 | -22.9 % | +840.7 % |
| Procter and Gamble Co | Q2 2026 | +2.7 % | +2.7 % |
| Colgate palmolive Company | Q2 2026 | +1.2 % | +18.5 % |
| Kenvue Inc | Q2 2026 | +4.8 % | -27.3 % |
| Kimberly clark Corporation | Q2 2026 | -4.5 % | +78.7 % |
| The Clorox Company | Q1 2026 | +2.6 % | - |
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The Honest Inc's Returns and Turnover vs Peers
ROA, ROI and ROE (trailing 12 months), receivables and inventory turnover| Company | ROA | ROI | ROE |
|---|---|---|---|
| The Honest Company Inc | - | - | - |
| Procter and Gamble Co | 12.72% | 17.81% | 30.05% |
| Colgate palmolive Company | 12.86% | 19.90% | 325.73% |
| Kenvue Inc | 6.15% | 6.90% | 15.58% |
| Kimberly clark Corporation | 11.41% | 19.70% | 115.54% |
| The Clorox Company | 13.34% | 19.55% | 257.96% |
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ROA = net income / total assets; ROI = net income / investments; ROE = net income / equity; turnover ratios use trailing 12 month revenue (receivables) and cost of sales (inventory).
The Honest Inc's Valuation vs Peers
P/E, price to sales, PEG, price to cash flow and price to book| Company | P/E | Price / Sales |
|---|---|---|
| The Honest Company Inc | - | 1.76 |
| Procter and Gamble Co | 22.62 | 4.15 |
| Colgate palmolive Company | 34.26 | 3.30 |
| Kenvue Inc | 20.51 | 2.23 |
| Kimberly clark Corporation | 16.80 | 1.99 |
| The Clorox Company | 13.24 | 1.47 |
| PEERS AVERAGE | 15.08 | 2.48 |
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P/E = price / diluted EPS (trailing 12 months); PEG = P/E divided by EPS growth; the average row divides the peers' combined market cap by their combined income, sales, cash flow and equity.