BUSINESS NEWS: JESSICA ALBA LAUNCHES “HONEST BEAUTY” IN LIGHT OF CLASS-ACTION SUIT
Honest Beauty splash page | http://honestbeauty.com
Founder and face of The Honest Company Jessica Alba launches her new beauty line, Honest Beauty, despite a discouraging class-action suit. The movie star turned entrepreneur is facing a $5-million class-action suit that claims the company falsely represented their products as “natural” while synthetic ingredients are present. A list of the products are “deceptively and misleadingly labeled and marketed”; among those are their sunscreen items, which have been claimed to be ineffective causing burns on baby skin.
In spite of those heavy accusations, Alba successfully launches her new Honest Beauty line, which we all hope will be effective. The line itself is impressive with 66 debut make-up products, including a skin-care line. Honest Beauty is pushing diversity in their line embracing women of color with a range of foundations that cater to most skin tones; the website proclaims “Meet Your Match.” Naturally the line would be free of parabens, sulfates, synthetic fragrance, and mineral oil as are most beauty brands nowadays.
The packaging is minimalistic and chic encasing tempting creations like: a “magic balm”; single-packet powder cleansers (adopted from the booming Asian beauty market); fluid facial sunscreens; lip crayons; and everything primer. In an effort to stay transparent, Honest Beauty displays a full ingredients section for every product page in a decent viewable size. If they’re being dishonest, you’ll see for yourself.