Jessica Alba can’t be stopped. Her eco-friendly venture The Honest Company was just valued at $1.7 billion and she’s looking absolutely flawless on the September issue of Allure. Now, the actress-cum-businesswoman is adding to her growing brand with a skincare and cosmetics range called Honest Beauty.
The range is coming quite soon – it’s due out September 9 and will live in its own space on a website separate from The Honest Company. The collection includes a 66-product makeup range and 17 options for skincare. You’ll find all the usual suspects. On the cosmetics side, WWD mentions lip pencils, concealer, blushes, eye shadow and more. Skincare will offer SPF-infused moisturizers (made with a different formula than the company’s faulty sunscreen), cleansers and eye cream. Of course, Honest clings to its core principles with this range, offering products made from natural ingredients.
Honest will celebrate the launch of its new leg with a pop-up shop located at The Grove in Los Angeles. It will stand for 6 months and will open September 25, complete with virtual makeup try-on stations. Honest Beauty cosmetics run from $15 to $30 and the skincare options will set you back between $8 and $40.
Honest Beauty already has its own Instagram page with 49,500 followers. The account is full of preview images of products and pictures of Jessica Alba looking very beautiful testing everything out (oh yes, we peeped the expertly-placed highlighter in the pictures). We can’t wait to see what goodness Alba & Co have in store for this latest endeavor.