Jessica Alba’s Honest Beauty hits mass with Target launch


MINNEAPOLIS — Target has been selling Jessica Alba’s Honest Co. household, personal care and baby products for several years, but now the retailer’s beauty aisle will be is the site of Honest Beauty's is launching its beauty line through the retailer for its first mass-market retail launch. Alba made the announcement in a blog post for Target’s A Bullseye View blog. 


“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,” Target chief merchandising officer Mark Tritton said. “Given their love for the brand and better-for-you products, it was only natural for us to expand our offerings to include Honest Beauty. We think guests will really love the collection and the added convenience of finding Honest Beauty at Target.”


Honest Beauty — which was previously only available in Ulta Beauty stores — is set to hit Target shelves on March 26 with more than 30 products across skin care, hair care and makeup, including the company’s Truly Kissable Lip Crayon and Refreshingly Clean Gel Cleanser. Alba’s favorites hitting Target stores include the Magic Balm beauty balm, Younger Face Deep Hydration Cream, Everything Primer and Everything Crème Foundation for sensitive skin.


“Target has been an incredible partner for The Honest Company for several years now so it was a natural evolution to expand our partnership with the introduction of Honest Beauty,” Alba wrote.


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