Cleaning Up

June 15, 2015

Six years ago, we confidently declared that Jessica Alba was “on her way to earning a spot on ForbesÕ new ranking of America’s Richest Self-Made Women.” The actress had a hit on her hands with the Honest Company, which sold eco-friendly, transparently labeled, nontoxic products largely for infants and toddlers. Diapers in particular were a huge seller. Honest was doing $150 million in revenue, good enough for a $1 billion valuation and a $200 million

fortune for Alba, who was honest about her ambitions: “If we really want to make a difference in the world and people’s health, it’s billions and billions of dollars, not

just one.” A year later she debuted in the ranks of the Self-Made, only to drop off in 2017. Why? Because a pledge of total honesty is easier said than done. In the last few years, the Honest Company has been hit with a series of setbacks, including class-action lawsuits alleging false advertising and harmful products—it denied the allegations and settled two such suits—and a 2017 voluntary recall of moldy baby wipes. But Alba has persevered. Honest went public in May, and perhaps someday soon she’ll reclaim

her spot on our list of the Richest Self-Made Women.