Jessica Alba and Honest Co. have been prepping the launch of Honest Beauty, a new website and pop-up store for the past few months, and that launch has finally come.
— Honest Beauty (@Honest_Beauty) June 12, 2015
The Honest Company launched in 2012 with Jessica Alba as a co-founder. This quote from Alba comes from Honest.com: "When I became a mom, I finally became the person I am, that I always should have been. It's the most satisfying job in the world. But, it can also be overwhelming and confusing. I created The Honest Company to help moms and to give all children a better, safer start."
Now, Honest Beauty arrives as an extension of this mentality for, well, beauty. Alba and The Honest Company are testing a six-month pop-up store for Honest Beauty in L.A.'s The Grove shopping center. The Hollywood Reporter quotes Alba:
"This is the first time we’ve ever done a retail experience,” said the actress-turned-entrepreneur of the cosmetics and skincare line, which is nestled near the entrance to the shopping center. She noted The Grove's family-friendly atmosphere as the perfect location for the new store, plus, “everyone passes it and it’s next to Sprinkles — it’s perfect.”
The Honest Beauty website went live last month and provides an online shopping experience for all those that live outside of the area.
— Jessica Alba (@jessicaalba) September 11, 2015
— The Honest Company (@Honest) September 10, 2015
Jessica Alba also has a Pinterest board for Honest Beauty, so you can see what she's pinning over there.
— Jessica Alba (@jessicaalba) September 7, 2015
In addition to Alba's Honest Beauty store launch, her weekend included brunch with Robert Rodriguez and the Los Angeles Haunted Hayride.