This transaction marks the first time that The Honest Company has stepped out of the U.S. market. Honest Beauty, a lifestyle brand founded by Hollywood actress Jessica Alba, has signed an exclusive European distribution agreement with Douglas, a German retailer chain. The deal marks the first time The Honest Company has stepped out of the U.S. market.
Douglas posted on Instagram last week confirming that Honest Beauty has officially launched in its German stores. Meanwhile, Jessica Alba and Douglas celebrated the launch of Honest Beauty in European stores in Italy last week and held conferences in Milan, Bologna and Rome.
In addition to the physical distribution points deployed throughout Europe, the Honest Beauty product line is also sold through the Douglas e-commerce platform, and its products have been first launched on the Douglas Italian e-commerce platform.
Honest Beauty product line was first launched in 2015, providing a series of "certified and tested" natural skin care products, hair care products and cosmetics. All products strictly follow the safety standards of The Honest Company and avoid the use of artificial spices and preservatives.
The Honest Company first disclosed in June last year that the Honest Beauty product line would cooperate with Douglas. The Honest Company also received $200 million from L Catterton, a consumer goods private equity fund. The Honest Company announced that it would bring Honest Beauty to Germany, France, Spain, Italy, the Netherlands and Australia in the spring of 2019. Nick Vlahos, chief executive of the Honest Company, told American media at the time that more than 100 of Douglas's 2,500 stores would sell Honest Beauty.
The demand for natural and organic beauty products in the world market is expanding. According to a report by Wise Guy in 2019, the global natural and organic cosmetics market was valued at $11.5 billion in 2018 and is expected to reach $23.6 billion by the end of 2025, with a compound annual growth rate of 9.4% between 2019 and 2025.
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