Natural beauty brand Honest appoints new CEO

Natural beauty brand Honest appoints new CEO

Natural beauty brand Honest has announced the appointment of Nick Vlahos as CEO, who succeeds Brian Lee, co-founder of the company.

Vlahos joins the company after 22 years at Clorox and will be working to navigate the company, co-founded by actress Jessica Alba, and build on its $300million sales of 2016.

As part of the developments Lee will remain as an advisor on the Honest board.

Speaking in a statement, Alba said, “With our strategic shift from e-commerce to omni-channel brand underway, this is the perfect time to welcome Nick Vlahos as the new CEO of The Honest company.”

The move comes at a time when Honest is moving towards a direct-to-consumer angle, rather than being billed as a tech start-up, with a focus on becoming a competitor against the likes of Unilever and Procter & Gamble. Indeed, it is reported that Alba and her aides were looking for talent to join the company.

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