The biggest beauty launch of 2015 kicks off on September 9, IMO. Jessica Alba's Honest Beauty, the new skincare and cosmetics arm of her insanely successful home and health-focused The Honest Company, is soon upon us. I am sure most beauty mavens share my unbridled enthusiasm for this range of products.
I've been looking forward to Honest Beauty since it was announced.
The actress, who has made her brand her priority over her big screen career of late, has just navigated a PR crisis related to customer backlash when the brand's sunscreen efficacy was questioned and criticized. Still, that situation hasn't dulled my excitement for this expansion into beauty.
I am a devotee of THC's delish, citrus-y hand sanitizer spray and the all-purpose cleaner, sold at Target. I'm convinced that the makeup and skin potions will be total aces.
It was only a matter of time before Alba and her brand dove into this category. "Beauty was always part of the plan," the mother-of-two told Women's Wear Daily. "It was just a matter of when, how, and being able to execute it properly. I didn’t want to do this half-ass."
That's good new for fans of The Honest Company's products... because who wants a quickly assembled, muddy, flaky, utterly "meh" brown lipstick that hasn't been through the ringer in the lab? Not me!
Here are the five most important things to know about Honest Beauty leading up to the live launch.
1. Separate But Not Really
The Honest Company targets parents and babies. Honest Beauty, developed with Kristin Mason, who co-founded Delux Beauty, will have a website separate from THC. It will also boast its own logo and style.
2. The Demographic Is Different
The company is geared towards millennials and beyond, going after the 15-35 age range. Alba seeks to reach a wide base of potential customers. This information makes me think that Honest Beauty might skew a little younger and perhaps slightly trendier.
3. The Products
Most importantly, what will comprise Honest Beauty? Here's the math. There are 83 pieces. Seventeen of those are skincare, ranging from gel cleanser to moisturizers for all skin types, while 66 are makeup items, like lash primer, dual end mascara, lip chubbies, and more, according to WWD. So all the features will be covered, so to speak.
The skincare items will fall in the $8 to $40 price range, while cosmetics will set you back anywhere from $15 to $30. So, they are similar to the cost of mid-range department store items.
Alba still looks at her brand as prestige, even with the affordable price tags!
4. No Heros!
Alba and her team didn't look to create a signature, crown jewel product among the beauty offerings. Instead, they are operating off a different principle. "There’s no hero product," Alba told WWD. "We tried to offer anything you could ever need." Hold on a sec. I am going to bow down to Alba really quick...
... okay, I'm back. The decision to avoid a hero product was simple, with Alba noting, "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."
Ah, the power of word of mouth.
5. Quality First!
Since Alba, 34, has been an actress since the age of 12, she has decades of experience with makeup, giving her products an informed perspective. "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," she told WWD.
The products are also good for you, featuring natural ingredients like chamomile, calendula, aloe vera, rosehip, and green tea.
Also, Alba noted the Honest Beauty products will be available online for now, with a popup shop being erected in L.A.'s The Grove for six months. Plans for further brick and mortar retail are TBD.
So there you have it! I'm going to be shopping my face off, or on, come September 9.