Tired of having to choose between 'what works' and 'what’s good for you', actor-turned-brand founder Jessica Alba decided to work with a team of the top make up artists and cosmetic chemists to formulate products that met her requirements. As effective as it’s safe, Honest Beauty was the outcome and, using only the best vetted, verified ingredients that do what they’re supposed to, her range prides itself on transparency; making it easy for you to choose products that work without compromise. With an extensive list of ‘no no’ ingredients (2,500 and counting), you won’t find any questionable chemicals and everything from product formulation to the packaging is carefully considered to respect our precious planet and its myriad inhabitants. Pure, performance-driven and philanthropic (the brand supports several charitable initiatives), Honest Beauty is much more than beauty - it's a lifestyle.