Jessica Alba's Honest Beauty For Target: Where And When To Buy Products

Following the success of the Honest Company product line at Target stores, the mega-retailer has announced that it will now carry actress Jessica Alba’s affiliate beauty line, Honest Beauty. After the Honest Company products launched at Target stores in 2014, the two companies have decided to expand on their partnership and take Honest to the beauty shelves, Target announced Wednesday.

“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,” chief merchandising officer at Target, Mark Tritton, stated in a press release.

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Over 30 Honest Beauty products will be carried in 800 Target store locations and online at target.com, beginning Sunday, March 26. It’s the Honest Beauty brand’s first formal debut into a major mass-market retailer. Honest Beauty launched in Ulta beauty stores across the country in 2016. The brand officially launched in 2015 and was only sold at Ulta store locations and online in the U.S. until now, WWD reported.

The line of safe, “botanically driven” makeup and skincare products will include Honest Beauty mainstays like the Magic Balm, Truly Kissable Lip Crayon and the Everything Primer. Facial cleansers and moisturizers will retail, as well, and most of the product will be available for under $35.

“I believe that everyone deserves to have access to clean beauty products,” Alba said in an interview. “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.”