Actress Jessica Alba is coming up with a whole new range of beauty products that include skincare and color cosmetics. The Honest Beauty range will officially launch online on Sep. 9. Alba’s new range is a part of her expansion plans for her online retail chain, The Honest Company, which she co-founded in 2011.
Honest Beauty will consist of an 83-piece collection, including 17 skincare products and a 66-piece makeup range, Agence France-Presse (AFP) reported. The skincare range will feature products like gel cleaners, moisturizers for individual skin types and an eye cream. The color cosmetics will include concealers and blushes, dual-ended mascara with lash primer, chubby lip pencils and glosses.
“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,” Alba said.
Prices for the products in the collection have been kept very competitive and affordable with a range of $8 to $40 for skincare and $15 to $30 for cosmetics. A temporary pop-up shop will be put up at The Grove in Los Angeles on Sept. 25. The 1,100-square-foot space will have virtual makeup facility with real-time 3-D makeup application stations.
Meanwhile, Alba claimed that her Honest line is made up of naturally derived botanicals, such as chamomile, calendula, aloe vera, rosehip and green tea.
The actress has roped in a 50-person Honest Beauty team, including director of beauty Kristin Mason, who co-founded Delux Beauty with Jillian Dempsey. The line’s website and e-commerce will exist separately from The Honest Company, and will have its own logo. The entrepreneur’s target customers are in the age group of 15 to 35 years.
Alba takes care of the brand’s publicity by sharing tutorials on Instagram and inspirational quotes on Pinterest. She is doing the same for the Honest Beauty sharing all the details of the launch with her 5.8 million followers, while her company has 363,000 followers.