The world is about to get a lot more beautiful — honestly. The Honest Company is launching a beauty range, which the brand announced Tuesday via Instagram. Slated to land this fall, the line will be the newest in company's already impressive portfolio of eco-friendly products.
Co-founded by Jessica Alba, who is arguably one of the world's most beautiful women, the company launched with non-toxic diapers in 2011, the same year that her second child, Haven, was born. It soon expanded to include household products and skin care, earning the company a $1 billion valuation this spring, according to Racked.
We still have a few months to go before the launch, but if the teased image is any indication of what to expect, this looks like it will be a line of products tailored to women of all skin types and colors, rather than just a "three shades of foundation" type of thing. In the photo, Alba is flanked by five gorgeous women, including models Carolina Sanchez, Kendall O'Rorke, Leelee, and Melissa Ingram.
Fans of the line, and its mascot Alba, are already on board; Honest Beauty already has 20k Instagram followers and counting.
The news did come as a surprise, but a close look at Alba's Instagram feed, The Honest Company's blog, and even the star's Met Gala routine reveal that a beauty line has been in the works.
Here are some of the clues, ICYMI. Two weeks ago she posted a photo of one of The Honest Company's newest products, gentle makeup removing towelettes.
In May, Alba shared her Met Ball beauty prep, which included a team of six and white eyeliner, with Vogue, proving that makeup has been top-of-mind for the red carpet star.
Back in December, The Honest Company posted a list on its blog of toxins commonly found in makeup to avoid, so we imagine we can expect a line of product sans lead, formaldehyde and phthalates — yuck!
And, going back a couple years, Alba shares her top beauty tips in her 2013 book The Honest Life, including how to layer primer, foundation, and concealer, the benefits of cream blush, and the trick to mastering a punchy red lipstick look.