Jessica Alba Launches Honest Beauty

When it comes to looking good Jessica Alba was blessed with more than your average set of genes, but that doesn’t mean we don’t want to know all her beauty secrets. Luckily for us (and the rest of the world) we’re about to learn exactly that, with the official launch this week of her latest business venture ‘Honest Beauty’.

The collection, which spans 83 pieces, is set to include 17 skin-care products as well as a 66 piece makeup range including tinted moisturiser, cleanser, eye cream, lash primer, lip pencils and cream foundations. And Alba has been hard at work helping to develop the products, according to her social media pages.

Speaking to WWD Alba said of the brand: “The most important thing for us was effectiveness and safety, so we led with that. It’s about giving people peace of mind and telling them what we are honestly free of.”

This means the products will be free of nasty chemicals such as parabens, phthalates, petrolatum and sulfates, but will remain just as effective as rival products that do include them.

While Honest Beauty won’t have a physical presence in the UK customers will be able to purchase the products online.

So, go on… browse away: www.honestbeauty.com