Everything about Honest, the brand created by actress Jessica Alba is honest and transparent, from the ingredients in its makeup products to the way they are made. For example, the two-in-one creme blush contains authentic fruit extracts like raspberry, grape, and blackberry, and the lipsticks are enriched with avocado oil and hyaluronic acid.
All the products are made with clean, natural ingredients and are never tested on animals. “It’s been my goal to build a diverse, inclusive, and ethical company based on values of … trust, sustainability, and a deep sense of purpose,” Alba said. But her commitment goes further than that as the beauty brand tests all of the products multiple times in a laboratory to ensure their safety and efficacy. The goal is 100% fair trade, eco-friendly, and skin-healthy beauty.
The brand’s bestsellers — many of which have won awards — range in price from $10 to $30 (per Honest).