Jessica Alba’s mission to create powerful, effective and safe products is taking the world by storm.
Since Jessica Alba founded The Honest Company in 2012, the brand known for safe and effective cleaning products, diapers and personal care items free of harmful ingredients has grown exponentially. Honest Beauty launched in 2015 with a comprehensive collection of skincare and makeup, and recently expanded to include haircare. “Haircare was a natural evolution for the brand,” says Alba, who suffered from debilitating allergies as a child. “I believe that what we use on our hair is equally as important as what we put onto our skin, and there was a true need in the market for clean, safe haircare that really works.” Now, launching January 2017 is Honest Beauty’s Honestly Luminizing liquid foundation ($36). Made without parabens, paraffins, mineral oil or synthetic fragrances, the collection of 12 shades contains vitamin C to help skin appear more even; jojoba oil and apple extract to hydrate and boost radiance; and radish seed oil, which contains light diffusers and provides a smooth application. “I believe there should be skincare benefits in makeup and wanted something that moisturizes, evens and looks good on and off camera,” says Alba, who worked with top makeup artists, scientists and beauty-industry experts to create a product that appeals to all women. “[We need to see more] celebration of diversity and the spirit of the person [in the beauty industry],” she says. “Instead of focusing on the spackle or the makeup that goes on top and covers you up, we need to spend more time enhancing a person’s natural beauty.”
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