The Honest Company's CFO Curtiss Bruce has reshaped the finance function, adding new expertise as the baby and personal care brand focuses on growth and profitability.

The Honest Company's CFO, Curtiss Bruce, is playing a key role in the baby and personal care brand’s efforts to strengthen profitability and sharpen its consumer packaged goods strategy. Since joining the company in June 2025, Bruce has overseen significant changes within the finance function as Honest works to improve margins and build a more efficient business.

Building a stronger finance team

Bruce joined Honest from Hain Celestial, where he served as Senior Vice President of financial planning and analysis. He also serves as Honest’s chief operating officer, giving him a broad view of both the company’s financial performance and day to day operations.

One of his priorities has been filling gaps in the finance organisation. Honest added talent focused on sales forecasting, supply chain finance and supporting operating units with direct profit and loss responsibility.

In an exclusive interview with The Wall Street Journal, Bruce explained that the company previously lacked a dedicated sales finance team that could work closely with sales executives on planning, forecasting and optimisation.

He also highlighted the importance of supply chain finance, particularly as Honest targets margin expansion. “It’s pretty tough to have a margin expansion goal, set targets and manage and measure that when you don’t have a supply-chain finance person,” Bruce said.

Margin gains signal progress

The changes come as Honest’s wider turnaround strategy begins to show results. The company’s gross margin rose 8 percentage points year over year to 48.4% in its latest quarter.

Honest, which went public in 2021, has been working to simplify its business and focus on its strongest growth platforms. The company has also moved away from direct to consumer sales as part of its efforts to improve profitability.

Business Fortune reports, for Bruce, strengthening the finance team has been about giving the business the capabilities needed to make better decisions and manage growth more effectively.

Bruce’s advice to fellow CFOs

Reflecting on his first year at Honest, Bruce said the experience reinforced a straightforward lesson for financial leaders: action matters.

“A key learning for me as I went through my first year is, you know what the answer is. You need to just go do it,” he said, adding that leaders can work out the remaining details along the way.

 

FAQs

Who is The Honest Company's CFO?
Curtiss Bruce is the company’s CFO and also serves as chief operating officer.

When did Bruce join Honest?
He joined the company in June 2025 from Hain Celestial.

What happened to Honest’s gross margin?
Its gross margin increased by 8 percentage points year over year to 48.4% in its latest quarter.

What changes did Bruce make to the finance function?
He strengthened sales finance, supply chain finance and finance support for the company’s operating units.

What is Bruce’s key leadership lesson?
His advice is to act on what you believe is the right answer rather than waiting for circumstances to become easier.