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Target to Introduce Jessica Alba’s Honest Beauty Line in Premium Beauty Aisle

Jessica Alba Honest Beauty
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* Jessica Alba’s beauty line to hit Target stores
* Available in-store and on Target.com starting Sunday, March 26th
* Honest Beauty line includes skincare, cosmetics and hair products

Jessica Alba’s beauty line, Honest Beauty was launched in September 2015, adding on to her successful lifestyle empire, which includes household and baby lines dedicated to using sustainable, all-natural ingredients. Up until now, Honest Beauty products were only available for purchase at select ULTA Beauty stores in the United States and on HonestBeauty.com.

Beginning this Sunday, March 26th Alba’s Honest Beauty collection will have a new home at Target.com and in Target stores across the country. Target’s growing beauty aisle has been steadily expanding over the last two years, bringing in a variety of premium beauty and skincare products, as opposed to featuring standard “drugstore,” brands. Honest Beauty will replace the Korean beauty line, Laneige (AmorePacific) in the premium section of the beauty aisle.

Target’s adoption of the Honest franchise seems natural, considering that the brand’s lifestyle products — including her baby, household and personal care lines — have all proven to be viable additions to the retailer. The Honest Company is committed to creating products that are eco-friendly, sustainable and safe, and her beauty products are no exception.

Alba’s expansion into beauty came about in frustration to the lack of available products in the beauty market catered to sensitive skin. Alba has said she has suffered from allergic reactions to beauty products’ harsh ingredients in the past. The Honest Beauty line includes a full range of both skin-care, cosmetics and hair products, all formulated with all-natural ingredients that will suit a variety of skin types, including sensitive skin.

Target’s CEO explains that Honest Beauty’s all-natural approach to beauty, skin care, and household items satisfies a growing demand in consumer’s interest in purchasing higher-end items that utilize organic, eco-friendly ingredients.

Natural skin-care products proved to be a best seller for Target in 2016, with sales doubling in numbers compared to 2015. In response to this growing trend, Target recently added other organic skincare lines to their upgraded beauty department including Thayer’s Natural and Nubian Heritage.