It was only a matter of time!
So really it shouldn’t come as a surprise that Jessica Alba‘s The Honest Company is now branching out into the beauty industry!
[ Related: Jessica Covers Allure Magazine ]
Honest Beauty has been in preparation for a while now, and it’s getting closer to hitting shelves where you can stock up on the goodies to go along with the rest of your makeup collection!
How much makeup does one person need? The limit does not exist, guys!
Jessica touted the line’s safety and efficacy:
“The values we stand for ├óΓé¼ΓÇ¥ safe, effective products to lead a healthy life ├óΓé¼ΓÇ¥ translate into every vertical. 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-a**. The most important thing for us was effectiveness and safety, so we led with that. It’s about giving people peace of mind and telling them what we are honestly free of.”
Hopefully there won’t be any drama like with her sunscreen!
The 83-piece collection will include foundation, mascara, chubby sticks, creme blushes, eyeliner, moisturizers, and more.
The actress and entrepreneur was adamant that all the products be equally effective:
“There’s no hero product; we tried to offer anything you could ever need. 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.”
She also reminded us that she knows what she’s talking about when it comes to beauty:
“I’ve been working since I was 12, so I have over 20 years’ experience with makeup, and I am used to a really high standard of effectiveness and quality.”
It’s going to be affordable, too, with prices for skincare ranging from $8 to $40 and for cosmetics from $15 to $30.
A pop-up shop featuring the products will open at The Grove in LA on September 25, so if you’re in the area, you should check it out!
We’re excited for Jessica’s new venture!
[Image via Honest Beauty/Instagram]