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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.
Honest Beauty Beauty Sleep Resurfacing Serum
This overnight serum packs a glow-boosting punch thanks to a blend of five fruit-derived AHAs: glycolic, lactic, malic, citric, and tartaric. Time release technology helps prevent any irritation that could otherwise occur with such a blend of acids.
Honest Beauty Prime & Perfect Mask
Alba’s pick for a pre-event or post-travel glow-up is this nourishing mask filled with antioxidant-rich super fruits, vitamin E, and shea butter, which work together to leave the skin plump and hydrated.
Honest Beauty Magic Gel-to-Milk Cleanser
Makeup removal is easy with this texture-transforming, rose water-infused cleanser. The jelly texture emulsifies into a milk which washes away makeup and dirt and grime from the day.
Honest Beauty Calm & POREfect Serum
This serum is part of the brand’s sensitive skin-friendly collection. It contains marine-derived amino acids, niacinamide, and a calming phyto blend that works to visibly improve skin’s texture, minimize the appearance of pores, and support the skin’s natural barrier.
Honest Beauty 2-in-1 Extreme Length Mascara + Lash Primer
Alba labels the brand’s double-sided mascara a “game-changer.” The primer increases the wear of the mascara while the mascara itself lengthens, defines, and volumizes lashes.
This liquid lip comes in 14 colors, has the color payoff you’d expect from any conventional makeup, and yet, is both non-drying and packed with hydrating ingredients like avocado oil and hyaluronic acid.
Honest Beauty Liquid Lipstick
Most skin could benefit from a vitamin C serum, but if it provides more than just antioxidant protection, even better, and that’s what this formulation does. Artichoke extract helps minimize the appearance of pores, hyaluronic acid plumps and hydrates, and mica leaves skin with a bright glow-y finish.
Honest Beauty Vitamin C Radiance Serum
This buildable cream blush can be used to add a natural flush of color, or layered for more pigment.
Honest Beauty Crème Cheek Blush
This multitasker primes, perfects, and protects from sun and blue light with SPF 30 from titanium dioxide and zinc oxide.