Cosmetic brand Honest Beauty is set to relaunch with a new lineup of products.
With Honest Beauty, their ethos is right there in the name. They want to bring good, wholesome beauty products to the masses. No synthetic fragrances, parabens, crazy mineral oils, or anything else to detract from the good, clean gunk you’re about to slather all over your face. The brand was started by none other than Jessica Alba, and she is ready for a revamp.
Ever since her big release day back in 2015, more and more products started to pollute the line until she had an extraordinary 83 items--everything from facial scrubbers to baking powders to hairspray. It was all just a little too much.
In an interview with Allure, Alba revealed that the whole thing was getting really out of hand. "We just didn't need all of those options," says Alba. "We cast a wide net."
So, she started taking the ax to her own product line. Nothing was sacred, and nothing was safe. By the time this two-years-in-the-making-cleaning was completed, she’d gotten rid of over 40 products and had her beauty line down to a core list of 45 beauty items: 35 color cosmetics for lips, cheeks, and eyes, plus 10 skincare products.
Haircare is now left to other brands.
Alba didn’t go entirely crazy while streamlining her line. She kept several favorites, including her personal fav Magic Beauty Balm (hey, when it’s your beauty line, you can keep what you want). She also kept the Everything Primer and Lip Crayons that Honest Beauty had become known for.
Some colors did get dropped from the line, but a few shades were added too. Lush Sheer Lip Crayon gained Sherbert and Bordeaux as colors, while Lip Crayon Demi Matte gained Fig and Blossom.
And while many a product got the chop, there is one new product to cheer for: an eyeshadow palette made by Daniel Martin, Alba’s personal makeup artist and Honest Beauty creative color consultant. It has 10 shades ranging from brown to gold to purple, and it comes in matte and shimmering textures for that Instagram-ready look.
Honest Beauty’s relaunch is just around the corner. You can shop online at HonestBeauty.com starting in July.
Will you be trying out this line once it relaunches? Let us know in the comments!