Honest Company & Revenue
Revenue (GMV)
Global Rank
Conversion Rate
Average Order Value
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The values shown here refer to the retailer's largest online store. Aggregated total figures and values for other stores can be found in our tool.
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Honest Revenue & Turnover
Honest Annual Revenue & Growth by Year
Honest's annual sales amounted to US$21m in 2025. This represents a change of <0% from the previous year. Honest is expected to see a growth rate of N/A in 2026 compared to 2025, indicating a projected shift in performance.
Annual Revenue (GMV)
Annual Growth Forecast
E-Commerce Revenue (GMV in Million US$)
Note: This chart is based on the GMV of the retailer. Click here to learn more about our methodology and the available drilldown at ECDB.
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Honest Sales by Country & Market Shares
Honest's main market is the United States, where the retailer generated 100% of revenues in 2025. Honest engages in markets that support its strategic objectives, whether through domestic focus or cross-border expansion.
Market Shares by Country
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Honest Revenue Split by Product Categories
Honest sales by product category provide a deeper look into its income structure. Honest's most significant category is Care Products, which accounts for 100% of total sales in 2025. The analysis of sales by category provides a clearer picture of how different segments contribute to overall performance.
Revenue Breakdown by Category
Care Products (100%)
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Honest Customer Demographics and Shopper Insights
10% of the customers of honest.com, the largest store of Honest, are in the 18–24 years age group, contributing to the retailer’s overall customer demographics. The remaining shoppers are distributed across the other age groups. At the same time, 33% of the customers of honest.com are in the low income group, adding further detail to these customer demographics and providing customer insights into different audience segments.
Revenue Breakdown by Customer Age Groups
18-24 (10.0%)
Revenue Breakdown by Customer Income Groups
Low (33.0%)
Honest Marketplace Sales: 1st & 3rd Party GMV
1P vs 3P Revenue/Sales
Honest's marketplace sales are illustrated by its GMV development. A distinction is made between 1P (first-party) and 3P (third-party) sales, where Honest either acts as the seller (1P) or distributes products from other sellers (3P). In 2025, Honest's' 1P sales contributed 100% to total GMV, while the 3P GMV accounted for 0%.
3P Share
3P Share Forecast
20261P/3P Revenue/Sales Split
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Honest Financial Analysis: Earnings, Net Worth, Profits
Regularly updated figures from Honest's latest annual report provide us with the company's financial figures that are indicative of its business performance and outlook. In 2024, Honest's gross profit was US$145m, while its operating profit was -US$6.3m.
Gross Profit
Operating Profit
Net Income
2024Earnings per Share
2024Total Assets
2024Total Equity
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Honest Number of Employees
Honest had a headcount of 164 in 2024. Meanwhile approximately US$2m was generated per employee in 2024
Revenue per Employee (in Million US$)
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Honest Competitor Analysis & Similar Stores
arbonne.com is the closest competitor to Honest's largest online store honest.com, with a similarity score of 89.0% in 2025. madison-reed.com is another key store with a high similarity score of 89.0%. This competitor analysis provides a concise overview of comparable online stores for market performance benchmarking.
Top Competitors and Similar Stores
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Honest Transaction KPIs: Conversion Rate, Average Order Value
Analyzing transactions on Honest reveals key metrics like conversion rate, average order value, discount rate, and return rate. The store's conversion rate reached 3.5-4.0% in 2025, offering insight into user behavior.
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Average Order Value
Return Rate
Discount Rate
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