The Honest Company (HNST)

Jessica Alba's personal care company that's just gone public. At $16 this is good, but not at $19. He likes the clean natural product category that they're in (including diapers/wipes, skin care and household and wellness). E-commerce accounts for half their sales, also good. It's a good company selling good products and deserves to trade at a partial premium. But it's trading like a fast-growing tech stock, not a consumer product one. They're cash-flow negative and have no earnings after a decade in business. The timing is wrong and the price is too high. Get this on a pullback in the mid-teens. There's no hurry to own a package goods company now.