Honest
Wellness & Personal Care · Skincare & Cosmetics
About Honest
Honest is a brand with a purpose - to make a positive impact on the world with every small choice. They offer a wide range of products and services designed to promote happy, healthy lives for individuals and families everywhere. Their products include diapers, wipes, baby care essentials, skincare, bath and body products, personal care items, makeup, gifts, and more. They are committed to providing safe, gentle, and effective products that are also eco-friendly and sustainable. For example, their Clean Conscious™ Wipes are now compostable, and they offer worry-free flushing flushable wipes. In addition to their product offerings, Honest is actively involved in advocacy, outreach, and community service. They have donated millions of family personal care products to individuals and families in need. They have also volunteered thousands of hours with non-profit organizations and have provided donations for disaster relief. Honest is dedicated to creating change and supporting organizations and initiatives that promote social justice, racial equality, and sustainability. They believe in the power of partnership and work hand in hand with mission-driven organizations to make a difference. By choosing Honest, you're not just getting quality products, you're supporting a brand that prioritizes social responsibility and making the world a better place.
Key terms
- Franchise fee
$25k
- Footprint
2,500 – 4,000 sq ft
Brand Percentile Rankings
Rankings compare brands in the same operating year. Fee and investment figures come from the FDD (2026 filing); filings on file: 2025, 2026.
Growth
- Total locations0
Franchised units open at year-end
- New openings0
Gross new units opened during the calendar year
- 1-year unit growth rate—
Net unit growth versus prior year
- 3-year unit CAGR—
Compound annual growth rate of unit count over the trailing 3 years
- Unit growth ratio0.0×
Cumulative opens / closures through year-end
Unit economics
- Annual unit volume (Median)—
Per FDD Item 19 disclosure
- Annual unit volume (25th percentile)—
Per FDD Item 19 disclosure
- Annual unit volume (75th percentile)—
Per FDD Item 19 disclosure
- 1-year Median AUV growth rate—
Year-over-year change in median AUV
- Store-level EBITDA Margin—
Median unit-level EBITDA / AUV
Investment profile
- Estimated initial investment$392k
Midpoint of estimated initial investment range
↓ Lower is better - Time to open7 months
Midpoint of average time from agreement to opening
↓ Lower is better - Royalty rate7.0%
Percent of net sales paid to the franchisor
↓ Lower is better - Sales-to-investment ratio—
Median AUV / estimated initial investment midpoint
- Cash-on-cash returns—
Median unit-level EBITDA / estimated initial investment midpoint. Steady-state estimate; year 1 returns will be lower as the unit ramps to median volumes.
Franchisee healthLocked
- Unit closure ratio
- Transfer vs. closure ratio
- Percent multi-unit franchisees
- Litigation rate
- EBITDA multiple on sales & transfers
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Location footprint
Showing 48 of 49 mapped locations
Sources
Financial and operating figures are sourced from the brand's Franchise Disclosure Documents. Brand percentile rankings are based on comparisons to other brands that include the same metrics in their Franchise Disclosure Documents.