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The Honest Company, the packaged consumer goods company founded by actor Jessica Alba and serial entrepreneur Brian Lee in 2011, filed paperwork with the Securities and Exchange Commission Friday to go public.

Selling everything from eco-friendly diapers to skincare products, it has never turned a profit. The Santa Monica-based brand is seeking to raise $100 million by going public, a move which it has flirted with several times during its past few tumultuous years. It will trade on the NASDAQ under the ticker symbol "HNST."

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