Honesty is the quality of being truthful and trustworthy. To be honest is to tell the truth at all times even at personal risk to oneself. Honesty in business is also known as ethical behavior in business. Truthfulness means: making true statement about something or somebody.

Business ethics is an evolving topic. Generally, there are about 12 ethical principles: honesty, fairness, leadership, integrity, compassion, respect, responsibility, loyalty, law-abiding, transparency, and environmental concerns.

Company co-founder Jessica Alba was inspired by the 2008 birth of her first child and her own history of childhood illnesses to create a company that provided an alternative to baby products with ingredients such as petrochemicals and synthetic fragrances. The company was launched in 2012 with 17 products.

Honesty builds trust and credibility Trust is especially important when it comes to building long-term relationships with customers, as it can take time and effort to earn their trust. It is not only about buying one time, but you also need to maintain quality and honesty throughout to keep it running in the long term.