Jessica Alba’s The Honest Co. has named a latest chief executive officer.

Jessica Albas Boobs The Honest Company The brand, which went public last 12 months, has tapped Carla Vernón for the highest slot. Vernón most recently worked at Amazon, where she was the vp of consumables, and she’s going to succeed CEO Nick Vlahos on Jan. 9. Vlahos will remain on Honest’s board of directors.

When Alba, the founder and chief creative officer, ideated the brand greater than a decade ago, her mission was to make health and wellness-focused products accessible. That brand ethos is resonating more strongly than ever.

“We actually are the leaders within the space. What’s working is who we’re foundationally: caring concerning the consumer, and having really strong proprietary innovation,” she said, adding the corporate is “taking share little by little as we expand,” Alba said.

Though nascent on the time of the brand’s founding, Alba said tenets of Honest have gotten tablestakes across beauty and private care. “Every CPG and beauty brand has to care about wellness and sustainability.

Those are the core pillars for growth,” Alba said. “Everyone else is barely skimming by on single-digit growth. In the event you want double-digit growth, that is what it’s worthwhile to stand for.”

Alba is bullish on brick-and-mortar. The corporate expanded into China via Tmall Global earlier this 12 months, while also debuting in Ulta Beauty and Walmart this past July. On the time of its IPO last 12 months, international sales only comprised 2 percent of the corporate’s $300.5 million in revenues. Expansion in all forms is where Alba’s planning to tap Vernón’s expertise.

“We do half our business online and half our business in brick-and-mortar stores,” Vernón said. “The Honest brand is one in all the primary true omnichannel brands that was built and designed to be relevant in each [digital and physical retail].”

Vernón cited several tenets to her growth strategy. “There are such a lot of people and households that haven’t even discovered the Honest brand yet,” she said. “The primary growth pillar is introducing Honest to much more people in homes, and to do this, Honest must be available in much more places.”

The Southeast region has seen incremental growth due to partnerships with Walmart and Publix, but there’s still room for a wider net. “Now we have to proceed to expand the Honest brand, into the deeper category sets wherever you’re shopping,

or to get our Honest business into a few of the retailers where we haven’t yet made inroads. We’re working on that,” Vernón added. Other categories “where Honest has permission to play” are also on the horizon, she said.

Those moves all latter as much as Alba’s greater mission of democratizing health and wellness. “During my profession, there wasn’t a ton of emphasis on the assorted demographics that don’t all the time feel seen and heard within the marketplace,

” she said. “I understand what it’s prefer to not all the time be seen and heard on the planet, especially on this country, and the health and wellness space is much more essential for individuals who don’t even realize how transformational having healthy products around you is.”

“We could impact a variety of people’s lives in a very positive way just by chatting with individuals who aren’t all the time seen or heard. As a Latina, that’s something I’m obsessed with, and I do know Carla shares that zeal,” Alba continued.