Tara Olivo, Associate Editor01.04.19
While thinner and softer diapers remain leading trends in the baby diaper market, the last several years have seen a major shift regarding the transparency of ingredients and materials in these products that come in contact with baby’s sensitive skin. Millennial moms and dads are the driving force behind this.
Actress and mother Jessica Alba—who, born in 1981, is considered a millennial—founded the Honest Company in 2011 because she was seeking safe, effective products for her family. Honest is “a wellness brand with values rooted in consciousness, community, transparency and design,” according to the company’s website.
Pricie Hanna, managing partner, Price Hanna Consultants, credits the Honest Company for emphasizing transparency in diapers and other products. “It is part of their name, if you will,” she says.
From the beginning Honest has revealed information about its diapers, and Hanna considers the company still on the leadi
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