Big-name beauty and household brand stops direct sales

Core Insights - The impact of celebrity branding can be significant when there is a strong connection between the celebrity, the product, and the audience [1][2] - The Honest Company, backed by Jessica Alba, is closing all direct-to-consumer (DTC) sales to focus on retail partnerships [4][6] Group 1: Celebrity Branding - Celebrity brands can succeed when they reflect the values and commitments of the celebrity, as seen with Rihanna's Fenty Beauty [2] - Research indicates that 67% of consumers are more likely to purchase products associated with admired celebrities, providing a unique advantage over traditional marketing [8] Group 2: The Honest Company - Founded in 2011, The Honest Company aimed to sell "clean" baby and household products and achieved a valuation of over $1 billion by the mid-2010s [9] - The company has faced challenges, including lawsuits over "natural" claims, leading to product reformulations and marketing adjustments [10] - The Honest Company will now sell products through major retailers like Walmart, Target, Amazon, Kroger, and HEB, while its brand site will serve as a hub for product advice and retailer locations [6]