Honest Beauty celebrates diverse beauty. (Photo: Honest Beauty)
Jessica Alba’s Honest Company has come under fire for
the effectiveness of its natural sunscreen, but that’s not stopping the
sustainable brand — recently valued at $1.7 billion — or its famous
co-founder from expanding into the cosmetics arena.
Honest Beauty launched today with a plethora of natural products ranging from skin care to makeup.
“It’s
been, gosh, a labor of love for so long,” says Alba. “I can’t even keep
track of time anymore. I’ve lost many nights of sleep over this for
good reason, because I care and I wanted this line to be perfect.”
Being
cautious is a good thing, considering the outcries, complaints, and a
$5 million lawsuit against Honest Company claiming the brand “deceptively and misleadingly labeled” five products, and that its sunscreen is ineffective. Alba responded through a press statement
saying “the allegations against us are baseless and without merit.” The
word “natural” actually has no concrete definition in the beauty world,
so I had to ask Alba for her own personal definition of the word.
“Natural means so many different things,” Alba told Yahoo Beauty. “Like
loving my kids is something that’s very natural to me as a mom! It just
means different things for different people.”
And
for the record, Alba stands by her sunscreen, insisting people need to
educate themselves on how to properly apply it. “As a consumer and user
of mineral sunscreen versus chemical sunscreen, it’s important that you
understand how to use mineral sunscreen, and applying it a certain way
and reapplying it. But it’s the same thing with chemical sunscreen. You
have to apply it a certain way and reapply, so I think education around
the use of products is incredibly important.” Alba is correct on that
point. Natural sunscreen is a lot different from chemical sunscreen in
that it acts as a physical block and doesn’t penetrate skin. As soon as
you hop in the water or get really sweaty it needs to be reapplied.
Jessica Alba in the lab working on Honest Beauty formulations. (Photo: Instagram) For
Alba, the shift to cosmetics was a natural one that she’d been dying to
do for a long time, and she feels the customers are there. “I think
that safe and effective beauty products are what people want, and being
able to deliver the type of flawless finish to the textures, beautiful
pigments, and payoff in their color cosmetics is something you really
don’t see anywhere else. Honest Beauty is delivering that for them.”The
site boasts a well-curated collection of skin care and makeup products,
and cleverly shows consumers how to use the more unusual products like
its Refreshingly Clean Powder Cleanser ($22)
with helpful photos and videos. For skin care there’s a variety of
cleansers, moisturizer, tinted moisturizer, cream, oil, face mist, and a
do-it-all Magic Balm ($18)
There are tools, too, like makeup wipes, and a konjac sponge. In the
makeup department you’ll find products for face (primer, concealer,
foundation, cream blush, and powder), eyes (shadow trios, liner, and
brow pencil), and lips (gloss and lip crayons). The Truly Lush Mascara + Lash Primer ($22) is a standout as are the Lip Crayons ($18) which come in both demi-matte and sheer formulas. source: Joanna Douglas for yahoo news
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