The Honest Company, a baby and personal-care brand, has revamped its finance division under CFO Curtiss Bruce in his first year. While the company exited direct-to-consumer sales to improve profitability, changes to its finance office have been less publicized. Bruce, also serving as COO, joined from Hain Celestial as senior VP of financial planning and analysis.

His focus has been on strengthening consumer-packaged-goods (CPG) expertise by hiring talent in sales forecasting and other core areas. "The organization wasn’t born as a CPG company," Bruce noted, citing Honest’s e-commerce origins. The company, founded on baby wipes and personal-care products, is shifting toward traditional retail strategies to enhance margins. Kristin Broughton of the WSJ Leadership Institute highlights Bruce’s dual role in driving operational and financial transformation.

The overhaul reflects a strategic pivot to align with industry standards and long-term growth goals.