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Jessica Alba's Honest Co. slashes its valuation

Illustration: Sam Jayne / Axios

The Honest Company, the all-natural home goods company co-founded by Jessica Alba, is raising $75 million in new venture capital funding at a much lower valuation than the last time around, according to a document filed last week with Delaware regulators.

Top-line details: Honest's new round would be Series E stock priced at around $19.60 per share, which is 57% lower than the price of its Series D shares (sold in the summer of 2015). It also would slash the Los Angeles-based company's valuation from around $1.7 billion to below $1 billion. An Honest Co. spokeswoman declined comment.