Alba co-founded The Honest Company in 2011, and since its initial launch, the brand has quickly grown into a billion-dollar endeavor. And now, the actress and entrepreneur is expanding the brand with a line of beauty products — skin care and color cosmetics — for the fall.
“The values we stand for — safe, effective products to lead a healthy life — translate into every vertical,” Alba told
. “Beauty was always part of the plan. It was just a matter of when, how and being able to execute it properly. I didn’t want to do this half-ass.”
Honest Beauty, which will exist separately from The Honest Company, will consist of an 83-piece collection, including 17 skincare products and a 66-piece makeup range. Specifically, the skincare range will feature products such as gel cleaners, moisturizers for individual skin types and an eye cream, while the color cosmetics collection will include concealers and blushes, a dual-ended mascara with lash primer, chubby lip pencils and glosses and much, much more, according to WWD.
“There’s no hero product; we tried to offer anything you could ever need,” she said. “If women like one product, they’re likely to try more. I will always try something that a girlfriend tells me she loves, way more than watching a commercial about it.”
Prices for the collection will range from $8 to $40 for skincare and $15 to $30 for cosmetics, and is set to launch online at honestbeauty.com on Sept. 9 and in a temporary pop-up shop at The Grove in Los Angeles on Sept. 25.
The news of The Honest Company’s expansion to beauty comes shortly after a recent controversy surrounding the brand’s SPF 30 sunblock, which users claim didn’t work. (Disgruntled users shared photos of serious sunburns on social media.)
“Protecting our loved ones and yours is the reason we founded The Honest Company,” the brand said in response to the backlash. “As parents, it pains us to hear that anyone has had a negative experience with our Sunscreen. We develop and use Honest Sunscreen to protect our own children — Honor, Haven, Luke, Evie, and Poppy — at the park, in the pool, outside, every day. As with everything we do, we take sun protection seriously here at Honest.”
Are you excited for the launch of Honest Beauty? Will you be adding any of the new products to your beauty arsenal? Share in the comments below.
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