The Honest Company has appointed Kate Barton as its new chief growth officer.
Barton joins the company from lifestyle brand Magnolia, where she oversaw marketing, creative and design efforts. She also has experience leading marketing for Estee Lauder’s Aveda brand as the brand’s executive director of marketing. Prior to that, Barton worked for Johnson & Johnson, where she led Neutrogena’s global anti-aging innovation pipeline and managed global campaigns for Clean & Clear.
“Kate is the best kind of triple-threat. She brings a strong track record of scaling omnichannel founder-built brands, elevating high-profile beauty businesses and growing classic CPG portfolios,” said Carla Vernón, chief executive of The Honest Company. “As we step into a new stage of unleashing the strength of the Honest brand, Kate’s leadership will drive growth ideas that inspire the loyalty and imagination of our discerning and passionate consumers.”
“As a leader, brand builder and mother of three little ones, Kate’s signature combination of heart and horsepower has allowed her to grow clean, natural and lifestyle brands in beauty, food and home categories through e-commerce, physical retail and modern content channels,” Vernón added. “We are thrilled that Kate will lead the next stage of Honest’s growth and our mission to make the best products for people who love living consciously.”
In her new role, Barton will report to Vernón and help the company’s leadership team execute its new “Transformation Initiative,” focusing on brand maximization, margin enhancement and operating discipline. In addition, Barton will oversee the company’s Honest.com, creative design and communications teams, and Honest’s baby, beauty, wellness, personal care, and household care categories.
The announcement comes on the heels of the company’s decision to pull out of China and Europe and reduce its SKUs to refocus its product offerings.
During the company’s Q1 2023 earnings call on May 9, 2023, it reported a 21% increase in revenue, totaling $83 million. The company benefitted from a host of factors, including a surge in digital sales, distribution gains achieved in 2022, new revenue generated from baby clothing, and the positive impact of price increases.
Photo credit: The Honest Company