Honest Invites Women to Get Honest About “Down There” Conversations and Provides Solution
Rhea-AI Summary
Honest (NASDAQ: HNST) launched its “It’s Time to Get Honest” campaign promoting Honest Flushable Wipes and open conversations about women’s bathroom habits. A survey of 2,000 women shows bathroom-talk can boost connection, while many still feel “not quite clean.” The brand also announced a promotional partnership with SUGARED + BRONZED at select U.S. locations.
AI-generated analysis. Not financial advice.
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News Market Reaction – HNST
On the day this news was published, HNST declined 1.53%, reflecting a mild negative market reaction. Our momentum scanner triggered 2 alerts that day, indicating moderate trading interest and price volatility. This price movement removed approximately $5M from the company's valuation, bringing the market cap to $338.05M at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
HNST was up 4.81% while key peers were mixed (e.g., HELE +5.74%, NUS -4.72%, SKIN -4.69%, EPC +1.70%, YSG -1.20%), suggesting a stock-specific move rather than a sector-wide trend.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| May 06 | Q1 2026 earnings | Positive | +10.0% | Reported Q1 2026 results with improved margins and reaffirmed 2026 guidance. |
| Apr 15 | Earnings date notice | Neutral | +3.4% | Announced timing and access details for upcoming Q1 2026 earnings call. |
| Mar 18 | Conference participation | Neutral | +1.8% | Disclosed participation in the 38th Annual ROTH investor conference. |
| Mar 02 | Product launch | Positive | -6.1% | Launched Sensitive Rich Cream with favorable clinical and product claims. |
| Feb 25 | Q4/FY 2025 earnings | Positive | +2.2% | Reported Q4 and 2025 results, organic growth, and announced a $25M buyback. |
HNST has generally reacted positively to earnings and corporate updates, with one notable selloff following a product launch, indicating mostly supportive news reactions but occasional divergence on new product announcements.
Over the last six months, The Honest Company has focused on profitability and brand-building. Earnings on Feb 25 and May 6 highlighted revenue declines but improving margins and reaffirmed 2026 guidance, with shares rising after both reports. Investor-relations appearances and product launches, including Sensitive Rich Cream on Mar 2, show ongoing portfolio expansion. The current flushable wipes and survey campaign extends this strategy of emphasizing personal care and consumer connection.
Market Pulse Summary
This announcement highlights Honest’s push to deepen engagement in women’s personal care through a new flushable wipes campaign, backed by a 2,000-person survey and a collaboration with SUGARED + BRONZED. It builds on earlier product launches and margin-focused earnings updates in 2026. Investors may watch how this campaign supports wipes and personal care growth, given prior disclosures that these categories have been important contributors to organic revenue.
Key Terms
flushable wipes technical
hypoallergenic medical
dermatologist tested medical
gynecologist tested medical
clinical study medical
AI-generated analysis. Not financial advice.
Backed by new survey data, Honest aims to normalize real conversations amongst women around body realities and self-care.
- New survey data shows that when women discuss bathroom habits, they are twice as likely to feel a sense of connection than embarrassment.
- Honest empowers women to talk about taboo “down there” topics, offering Honest Flushable Wipes as the solution for feeling clean enough to get honest.
- SUGARED + BRONZED clients in select cities will receive a surprise & delight from Honest for a boost in confidence when baring it all this summer.
Hypoallergenic and designed for sensitive skin, Honest Flushable Wipes are dermatologist tested, made with a soft plant-based cloth and over
LOS ANGELES, May 19, 2026 (GLOBE NEWSWIRE) -- Today, a new survey of 2,000 women, ages 25 to 44, conducted by Talker Research on behalf of The Honest Company (NASDAQ: HNST), unveiled that honesty is in, and embarrassment is officially out when it comes to talking about what goes on “down there.” With the launch of a new Honest Flushable Wipes campaign – It’s Time to Get Honest – the personal care brand is inviting women to get honest about bathroom habits, body realities and the everyday messes that come with being a woman.
Real Talk > Embarrassment
For too long, women have been taught that speaking candidly about bathroom situations are off limits – turns out, vulnerability is a bonding superpower. Women are more than twice as likely to feel connected to each other after a “bathroom habits” conversation than embarrassed (
There’s No “Sh” in “It Girls”
According to the poll, for many women, bathroom talk is just another everyday conversation.
42% have these chats weekly11% have them daily- Only
16% say they’d never go there
Female friends rank as the top confidants across the board – from discussing menstrual symptoms (
Toilet Paper is Old News
Whether at home, in public, or wherever they are, three in five women admitted to having a “bathroom ritual.” Top go-to habits include:
- Bathroom spray (
45% ) - Bringing entertainment (
39% ) - Using flushable wipes (
32% )35% won’t even leave the house without wipes — more than those who pack spray (26% ) or backup toilet paper (23% ).
Despite all this, many women still don’t feel totally fresh:
38% feel “not quite clean” after a bowel movement44% feel that way after changing a tampon or pad32% feel it before their period, and36% after
And it matters —
“Women’s bodies and hygiene have long been treated as taboo topics,” said Brenna Israel Mast, Senior Vice President of Integrated Marketing Communications at The Honest Company. “At Honest, we’re uniquely positioned to help normalize these topics because supporting women with thoughtfully designed products grounded in transparency has always been core to our brand. Through our Flushable Wipes campaign and collaboration with SUGARED + BRONZED, we’re encouraging more open dialogue around women’s everyday experiences while helping them feel clean and confident.”
To meet women at the intersection of vulnerability, self-care and confidence, Honest is partnering with SUGARED + BRONZED, the nation’s leading sugaring hair removal and custom airbrush tanning destination. Starting today, clients visiting the selected locations below will be surprised and delighted with a gift from Honest, while supplies last, to give them an extra boost in confidence when baring it all this summer.
- New York
- S+B Chelsea 120 9th Ave. New York, NY 10011
- S+B Midtown East 511 Lexington Ave. New York, 10017
- S+B Williamsburg 235 Grand St. Brooklyn, NY 11211
- Pennsylvania
- S+B Rittenhouse 1733 Chestnut St. Philadelphia, PA 19103
- Florida
- S+B Coral Gables 2610 Ponce De Leon Blvd. Coral Gables, FL 33134
- Texas
- S+B Highland Park 3911 Oak Lawn Ave. Dallas, TX 75219
- S+B Lakewood 6465 East Mockingbird Ln. Dallas, TX 75214
- California
- S+B Santa Monica 929 Montana Ave. Santa Monica, CA 90403
- S+B Beverly Hills 217 South Beverly Dr. Beverly Hills, CA 90212
- S+B Westlake Village 960 South Westlake Blvd. Thousand Oaks, CA 91361
“Creating space for women to feel confident in their bodies is core to our mission, which is why partnering with Honest was a natural fit,” said Courtney Claghorn, co-founder and president of SUGARED + BRONZED. “The survey findings and our collaboration with Honest show there's a real opportunity to normalize everyday conversations around hygiene, comfort and our bodies.”
From “oops” moments to unfiltered honesty, women are rewriting the rules on what’s too taboo to talk about – no filters, no shame.
Honest Flushable Wipes are safe to flush* and break down like toilet paper**. Made with a soft plant-based cloth and over
Shop now nationwide on Amazon, and in-store or online at Target and Walmart.
*In a well maintained sewage or septic system. Wipes are compliant with INDA GD4 and IWSFG 2020 flushability guidelines.
**Begin to break down as fast as toilet paper and have same breakup at 30 minutes.
†In a clinical study of 34 subjects over 4 weeks of use,
Research Methodology:
Talker Research surveyed 2,000 women ages 25 to 44 who have access to the internet; the survey was commissioned by The Honest Company and administered and conducted online by Talker Research between March 12 and March 17, 2026. A link to the questionnaire can be found here.
About The Honest Company
Founded in 2012, The Honest Company [NASDAQ: HNST] is on a mission to create personal care that raises the standards of clean and brings joy to each and every moment. By combining thoughtful design with science-based innovation, the Company delivers cleanly-formulated and sustainably-designed personal care products for everyone from babies to adults – showing you don’t have to compromise between performance and peace of mind.
The Honest Standard, the Company’s rigorous set of guiding principles that shape every step of product innovation and development, reflects Honest’s ongoing dedication to safety, transparency and integrity. As a leader in Clean Conscious™ products, Honest continues to set a new standard for clean formulations, bringing joy to a community that seeks authenticity, transparency and efficacy in everyday essentials. Honest products are available nationwide at major retailers, including Amazon, Target and Walmart. For more information about The Honest Standard and the Company, please visit www.honest.com.
Honest Contact:
MJ Johnson | The Honest Company | Mjohnson@honest.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/619782d5-e46c-43df-b944-4f972d659fb0
