Jessica Alba — The Honest Company

Alba launched The Honest Company in 2012 selling non-toxic baby products and household goods — a legitimate market need that parents were desperate for. It went public in 2021 at a $1.44 billion valuation. Then reality hit: a sunscreen recall, a class-action lawsuit alleging products weren't as "natural" as marketed, and the stock cratered 90% from its IPO price. Alba stepped down as chief creative officer in 2023. The Honest Company was the rare celebrity wellness brand that started with good intentions, achieved massive scale, and still couldn't outrun the gap between marketing and chemistry.