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The product packaging was also boring, she says.
“There was no colour, there was no fun. Everything was so drab and itchy and raw,” Alba recalls. “I was like, gosh, I really wish I could get the sophistication and the beauty and the aesthetic of modern products, but made with more natural alternatives, more natural ingredients.”
The Honest Company was her attempt to fill that product void, launching in 2011 with 17 products in the personal care category such as body wash, shampoo and conditioner, as well as a few products for home cleaning.
“It was really like, what are the everyday products that you’re exposed to that could really effect your health?” Alba summarizes of the initial offering.
Operating with what Alba calls “full transparency” and “a higher standard,” the company uses its Honest Standard, which includes a “No List” of more than 2,500 chemicals and materials they avoid using in their products, according to the company’s website.
Prompted by customer requests for the direct-to-consumer company to release products in the beauty space as well, Honest Beauty was created in 2015.
The move into beauty, Alba says, was an obvious one given her own experience with sensitive skin and the havoc that some products could wreak.
“I’ve always been a beauty enthusiast. Growing up as an actress, the products I used really effected my health,” Alba explains. “I had so many issues with my skin and allergic reactions, even having cystic acne because I have very sensitive skin and I’m sensitive to chemicals.”