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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