– EN Star Style – Jessica Alba is banking on turning her The Honest Company into a global brand by launching her all-natural products in Europe.
The actress and entrepreneur has been building up her U.S.-based consumer goods firm since its debut in 2012, and by 2014, the business had been valued at $1 billion.
The firm’s rapid growth has allowed Jessica and her business partner Christopher Gavigan to expand beyond baby and household products into skincare and makeup, although the Sin City star admits establishing their Honest Beauty label took a little more work than expected.
“In the beauty category, we’re growing like hotcakes,” she told Health magazine, before noting, “People are into natural skin care, but not as much makeup. But if you use regular makeup on top of natural skin care, you’re ruining everything that you just did.”
However, Jessica believes the latest additions to their skincare line will be big hits with consumers: “We just launched a new nourishing line that includes, as far as I or my team knows, the only 24-hour moisture lotion that is plant-based with no synthetic fragrances,” she smiled.
She then teased an upcoming top secret product: “We’re also leaning into our California roots, and there’s a secret project that we have coming up that is an actual game changer,” Jessica gushed.
She didn’t offer up any further details about the forthcoming release, but it’s not the only major development at The Honest Company, as she is also poised to introduce her collection of non-toxic beauty items to fans outside of North America.
“We’re launching into Europe, so that’s another big thing,” she shared.
The Honest Company’s beauty brand is expected to debut in Europe this spring (19).