On the heels of announcing her Honest Beauty line entering Ulta Beauty, Jessica Alba, the founder of The Honest Company, recently answered some questions about her skin care and makeup collection. Here’s what Jessica told Beauty Insider.
BI: Who was the customer you had in mind when creating the beauty line? How old is she? What’s she like?
JA: Honest Beauty was created for a conscious, connected and confident woman: Whether she’s 18 or 35, she has a lot of expectations for products that work but not a lot of time to research. She cares about what she consumes and she’s passionate about brands that she can trust as her go-to (because she’s always on-the-go). She keeps it simple, but wants the option of throwing on a great red lip or sexy smokey eye. She loves finding the next cool thing even though she values style over trends. She knows what looks good on her and she is willing to experiment with her look.
BI: What would you say is the real point of difference with the beauty line?
JA: Honest Beauty is backed by our Honestly Free Guarantee, the same impeccable standards of The Honest Company, which means it’s made without questionable or potentially harmful ingredients for uncompromising quality and safety.
We are focused on safe, effective products that speak to a diverse generation. With botanically derived ingredients and breakthrough science, our products are created with intel and insights from top makeup artists, cosmetic scientists and beauty industry experts worldwide. We’re setting a new standard for clean beauty–it just works.
I’m passionate about making products for a diverse range of skin types and tones. Healthy, happy skin is the foundation for every beauty look, so our skincare addresses specific concerns to leave you with a gorgeous looking glow. I know personally how hard it can be to find the right shades for a flawless finish. That’s why we use rich pigments in a comprehensive range of colors made to blend seamlessly with every shade of skin.