The day is finally here! Honest Beauty has officially launched. Jessica Alba has expanded her $1 billion business, The Honest Company, into the world of beauty. After teasing fans on Instagram for the past several months, we can finally see what Honest Beauty is all about.
According to the company website, “Honest Beauty is doing beauty differently. We’re proud to create a comprehensive line of skincare and makeup that celebrates diverse beauty and brings out your best.” Honest Beauty has a different feel from The Honest Company, complete with their own logo and aesthetic. If you’re concerned whether or not the products will match the high standards of The Honest Company, don’t worry because they most certainly do.
Honest Beauty products are free of parabens, sulfates, and other harmful ingredients. Instead, they are made up of botanicals like chamomile, rosehip, green tea and more. Alba said, “It’s about giving people peace of mind and telling them what we are honestly free of.” According to WWD, Honest Beauty will have a six-month pop-up shop at The Grove in Los Angeles that will open on September 25. Customers can try on makeup virtually with 3D makeup application stations.
Working with top makeup artists, expert cosmetic scientists and beauty industry professionals, Honest Beauty is comprised of everything you’ll need to make yourself look and feel beautiful. Honest Beauty products range from $8 to $40 for skincare and $15 to $30 for makeup. As for Alba’s favorite items? She’s obsessed with the Truly Lush Mascara + Lash Primer, Sheer Lip Crayon and Magic Balm, among many others.
Click here if you want to try a free trial of Honest Beauty. Let’s just say I’ve already started a wish list.
[Photo: Honest Beauty]