Jessica Alba Launches Honest Beauty in LA

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Jessica Alba has a business that’s honestly a goldmine. After launching her eco-friendly company The Honest Company, the actress-turned-entrepreneur launched Honest Beauty, a comprehensive line of makeup and skincare developed by The Honest Company, at The Grove on Friday.

A pop-up boutique will be open for six months as of last week. The 1,100-square-foot store will immerse guests in an interactive, stay-and-play experience that brings the Honest Beauty brand to life.

The Honest Beauty shop at The Grove offers consumers a chance to touch, feel and try the full 70-piece makeup collection and 14-piece range of skincare products. Combining timeless, botanically inspired ingredients and innovative science, each product delivers rich, lasting effects formulated with uncompromising safety standards. Guests can shop signature Honest Beauty looks and make them their own using the brand’s entire product line and the support of makeup artists on staff.

Digital mirror stations will inspire guests to explore real-time 3-D makeup application, try on product virtually to find their perfect shades and take selfies to share with friends and followers. An on-site photo booth will capture people’s Honest Beauty makeup looks so they can take them home to recreate.

Honest Beauty’s Los Angeles origin shapes the look and feel of the space. The store balances cool, midcentury modern lines in chrome and lucite with warm, organic materials and textured, eclectic touches for an updated, quintessential California vibe. Honest Beauty will bring in local artists and craftspeople to contribute creative work to the space, including video art installations, store windows and decorative accents.

The Honest Beauty line was built on The Honest Company’s foundational commitments to transparency as well as high-quality, safe and effective ingredients. Products feature naturally derived botanical ingredients, such as chamomile, calendula, aloe vera, barbary fig, acerola cherry, rosehip, green tea and tamanu. Each item carries an “Honestly Free Guarantee,” which means it’s made without many ingredients of questionable health and safety standards, such as parabens, phthalates, formaldehyde carriers, PEGs, MCI/MI, steareth-n, synthetic fragrances, propylene glycol, butylene glycol, petrolatum, mineral oil, SLS, SLES, sulfates and chemical sunscreens, among others.

Proceeds from every Honest Beauty purchase help fund skills training and education for young women to pursue their dreams. Honest Beauty proudly supports Girls Who Code, an organization dedicated to inspiring, educating and equipping girls with the skills to pursue 21st Century opportunities in the fields of computer science and technology.

Says Alba, founder and CCO of The Honest Company, “Whether online or in store, we always look to create a fresh, dynamic experience. We’re excited to have an inspired modern space that reflects the vision of our brand and the spirit of today.”