There are a LOT of beauty brands out there, so TBH, it takes a lot to grab our attention, especially when it comes to celebrity-created brands. That said, sometimes they’re the real deal. Case in point: Jessica Alba’s Honest Beauty. Alba did not just slap her name on some off-the-shelf products and call it a day. In fact, Honest Beauty, which was founded in 2015 and is based in Los Angeles, has not one but two in-house laboratories at their headquarters, which Alba told Byrdie are just “right down the hall from her office.”
Founded by: Jessica Alba, 2015
Based in: Los Angeles, CA
Best known for: Clean beauty at an affordable price point.
Most popular products: 2-in-1 Mascara and Eyelash Primer, Lip Crayon
Fun fact: Alba was the face of three beauty brands before founding her own.
Other brands you’ll love: ACURE, Tower 28, Burt’s Bees
Jessica Alba proudly considers herself a “pioneer of clean beauty.” It was, she explains, important to her “before it was the movement it is now.” And Honest Beauty is living proof. Initially, Alba’s inspiration was her family. Like any mother, Alba wanted only the best for those closest to her. But unlike most mothers, Alba had, by this point, already been the face of three beauty brands (NBD) and had been wearing makeup for jobs since the age of 12.
Honest, she says, “is the brand for everyone,” and was founded with the goal of “democratizing clean beauty.” Having experienced both eczema and cystic acne, she realized the importance of being conscious of the ingredients she put on her skin and wanted to create a line of “clean makeup and skincare that worked on both a personal and professional level.” The brand is widely available—it’s at Target, Amazon, and on Ulta.com, plus of course, the brand’s own site. Even better: nothing in the line is above $30.00.
Today, Alba is proud that Honest is at the “forefront of making innovative, high-performance clean beauty products so you don’t have to choose between what works and what’s good for you.” And as a result of those in-house labs, not only is the company able to research and develop products much faster than the typical speed of the industry, but Alba and her team can provide real-time feedback during the product formulation process.
Below, shop some of the brand’s best products.