Whether you’re already a fan of The Honest Company—a leading healthy lifestyle brand founded by Jessica Alba—or are simply on the hunt for high-performance, safe beauty products, we’ve got an exciting announcement: Honest Beauty is coming to Target! With 30+ products covering everything from skincare to makeup (we’ve got our eye on the Truly Kissable Lip Crayon and the Refreshingly Clean Gel Cleanser!), the line is created with safe, botanically driven ingredients. And it’s one step toward our goals focused on offering our guests better-for-you products free of unwanted chemicals.
Launching in stores and online March 26, this marks the brand’s first introduction to a mass-market retailer and is a natural fit for Target’s beauty aisles. Since introducing a handful of better-for-you beauty brands over the past few years—Beautycounter, Fig + Yarrow and S.W. Basics, to name a few—we’ve made it our priority to become guests’ go-to destination for natural and affordable makeup and skincare products.
“We started carrying The Honest Company a few years ago and it’s been a hit with our guests. In fact, we’ve more than doubled our assortment to meet the growing demand,” said Mark Tritton, chief merchandising officer at Target. “Given their love for the brand and better-for-you products, it was only natural for us to expand our offerings to include Honest Beauty. We think guests will really love the collection and the added convenience of finding Honest Beauty at Target.”
Want to learn more about Honest Beauty’s pretty products and mindful mission? Hear from founder Jessica Alba, below!
What was the inspiration behind Honest Beauty?
Honest Beauty was a total passion project for me. Growing up, my mom was trained to be a cosmetologist and was always testing different makeup and hair looks on me. She taught me that makeup is a way to have fun and express yourself. Over the years I’ve tried everything from products that worked but irritated my skin, to alternatives that didn’t deliver and were extremely expensive. Ever since I’ve been in the makeup chair, I’ve wanted to create beauty products that delivered high-impact results and created lasting looks made with safe ingredients and without synthetic fragrances, because women deserve to have uncompromising products that work.
What sets Honest Beauty apart from other options out there?
Creating products with clean ingredients and without synthetic fragrances is something I'm really passionate about—I do have a lot of sensitivities. I do care about what's in and around my environment, and I was always seeking better-working products. But it was equally as important that the products perform, so I used intel and insights from top makeup artists, cosmetic scientists and beauty industry experts worldwide to ensure the products, which utilize a mix of botanically derived ingredients backed by innovative science, are made for beautiful, lasting looks and powerfully effective results. With Honest Beauty, we’re setting a new standard by showing that you don’t have to compromise.
What makes Target the perfect company to partner with as the line’s first mass retailer?
Target has been an incredible partner for The Honest Company for several years now so it was a natural evolution to expand our partnership with the introduction of Honest Beauty. I am personally a huge fan of Target—it’s a one-stop shop for everything!
Which products from the Honest Beauty collection at Target are your favorites?
That’s like asking which child is your favorite—I love them all! If I really had to choose my top handful, I would say:
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Magic Balm
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Younger Face Deep Hydration Cream
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Everything Primer
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Truly Lush Mascara + Lash Primer
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Truly Kissable Lip Crayon
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Crème Blush
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Everything Cream Foundation (this one is a must have for breathable coverage and I like it for my sensitive skin. It’s my red carpet and date night go-to)
Why do you think it’s important for Target guests to know about and have access to ‘better-for-you’ beauty products?
I believe that everyone deserves to have access to clean beauty products. People are so conscious about what they eat, what they put in their body, what they use to clean with and what they give to their kids, but it’s easy to forget that what we put on our skin is also important, because skin is your body’s largest organ. When it comes to beauty, women often compromise from the neck up. I believe Honest Beauty can go head-to-head with conventional [products] when it comes to pay-off and performance.
Ready to shake up your beauty routine? Check out some of the gorgeous products, below!
Honest Beauty will be available in about 800 Target stores and on Target.com starting March 26, with most items under $35.