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.