Products from The Honest Co., the home products brand co-founded by actress Jessica Alba, will be sold at all Target stores and on Target's website starting June 15, the two companies announced. Honest Co. focuses on products for babies and children that are non-toxic and environmentally sustainable.
It's part of a push by Minneapolis-based Target to offer customers more products that are environmentally conscious. The company recently announced its "Made to Matter" collection, which includes products from brands such as PlumOrganics, Burt’s Bees and Seventh Generation.
Target stores will carry Honest Co. diapers, wipes and personal care items including face and body lotion, shampoo and conditioner, as well as household products like dish soap and laundry detergent, according to the Business Journals.
The retailer will sell some 150 Honest Co. products, including many that will only be available online.
"By teaming up with The Honest Co., we're able to offer an affordable collection that's beautifully designed, practical and eco-friendly, which responds to our guests' desire to shop more natural options," said Rick Gomez, Target’s senior vice president of marketing.
Alba, who is also president of Honest Co., released a statement explaining the new partnership with Target:
"As a busy working mom, I know you can't always anticipate when you're going to need something. It's great to have a partner like Target that offers convenience and great values at any given moment. We're excited to launch The Honest Co. products in Target stores and on Target.com to provide easy access to our safe, stylish and accessibly priced products.”
The Honest Co. was founded in 2012 by Alba, Christopher Gavigan, ShoeDazzle’s Brian Lee and Sean Kane as an e-commerce site.
Honest Co. products are also sold at Nordstrom, Whole Foods Market, Costco, Buy Buy Baby and Right Start, as well as select boutiques in various cities.