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Honest Celebrates 10 Years at Target

Brand and retailer launch exclusive diapers and wipes with all new prints

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By: Karen McIntyre

Editor, Nonwovens Industry

This summer, The Honest Company is celebrating a new milestone, 10 years in Target. The brand and the retailer are celebrating by launching “brand new” retailer exclusive diapers and wipes – featuring all new prints.

While the Honest Company has a number of products cross several categoreis, its diaper and wipes products continue to dominate sales, representing about 65% of revenues, according to reports.

The diapers are valued by consumers for these cloudlike liner and soft backsheets as well as their clean consciousness story. Honest diapers are designed with safe, plant-based materials and are now  Oeko-Standard 100 certified.
 

Honest, which was developed by actress Jessica Alba, launched as an e-commerce brand in 2012 and formed a partnership with Target stores in 2014 to be sold in brick and mortar settings.

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