Honest Co. co-founder Brian Lee stepped down Thursday from his role as chief executive.

He is replaced as chief executive by Nick Vlahos, who previously was the executive vice president and chief operating officer of the Clorox Co. of Oakland. Lee will continue to serve on the firm’s board and as an advisor to the non-toxic household goods company.

“With our strategic shift from e-commerce to omni-channel brand underway, this is the perfect time to welcome Nick Vlahos as the new CEO of The Honest Company,” Jessica Alba, founder and chairwomen of Honest Co.’s board, said in a statement.

At Clorox, Vlahos focused on the company’s household and lifestyle goods, including Burt’s Bees, Brita, and Green Works.

Lee’s exit from Honest Co. comes after talks to sell the company to Unilever last September fell through when the consumer goods company bought Seventh Generation, a Burlington, Vt. maker of plant-based cleaning products, instead.

Founded in 2011, by Brian Lee, actress Jessica Alba, Christopher Gavigan, and Sean Kane, Honest said in a press release that it generate more than $300 million in sales last year.

Technology reporter Garrett Reim can be reached at [email protected]. Follow him on Twitter @garrettreim for the latest in L.A. tech news.