15 hours ago
Jessica Alba launches Honest Beauty
August 19th 2015
Weathering the storm of the Honest Sunscreen backlash, the actress and successful entrepreneur has just revealed the latest addition to her empire: Honest Beauty
Jessica Alba has today revealed plans for the expansion of The Honest Company, the online retailer that she co-founded, from bath and body products for children and mothers to the realms of colour cosmetics and skincare.
Despite the ramifications of the Honest sunscreen backlash still being felt (where several users claimed to suffer bad cases of sunburn because the product didn’t work), the newly unveiled plans for expansion could mark a fresh chapter for the company. Speaking with WWD pre-sunscreen gate she said, “The values we stand for — safe, effective products to lead a healthy life — translate into every vertical.
She added, “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.”
The target demographic will be 15 to 35-year-olds and will include an 83-piece collection encompassing 17 skincare products and 66 pieces of makeup. Prices will range from $8 to $40 for skincare and $15 to $30 for cosmetics and will be hitting US shelves from the 9th of September.