Jessica Alba’s Honest Company Is Expanding—Just As Shoppers Are Questioning “Natural” Products

“A March 2015 report by market research firm Kline & Company estimates the ‘natural products’ industry at $33 billion worldwide. A 2015 report by Nielsen found that 53% of consumers surveyed said that an ‘all-natural’ description was moderately or very important to them. But there’s a big problem with using terms like ‘natural,’ ‘organic,’ and ‘eco-friendly’ to describe personal care products: There’s no consensus on what those descriptors really mean.” Read more at Fortune.