Jessica Alba's The Honest Company is expanding their eco-friendly efforts as it enters the beauty industry.
The 34-year-old actress turned CEO announced the news on Tuesday via Instagram. "Something big is coming soon! And as Honest members, we want you to be one of the first to join our extended family: @Honest_Beauty," Alba wrote.
A photo posted by The Honest Company (@honest) on Jun 16, 2015 at 6:01pm PDT
The Honest Company was launched back in 2011, and boasts of "safe, non-toxic, accessible and affordable baby, skincare and home goods," as described by the Huffington Post.
"The Fruit + Veggie Wash is awesome, and I can feel the waxy coating coming off my apples. No more bitter taste!" - Jackie M. #HonestTestimonial A photo posted by The Honest Company (@honest) on Jun 20, 2015 at 4:08pm PDT
Jessica Alba seems to have already given hints about the new cosmetic line, although no one might have taken it as a foreshadowing anecdote for the new line.
Earlier this year, the "Sin City" actress told Cosmopolitan.co.uk: "There's a real need for beauty products that aren't like piling dirt on your face, are healthy and don't make you sick but actually work and feel luxury."
A photo posted by The Honest Company (@honest) on May 6, 2015 at 1:34pm PDT
"Honest Beauty - Honestly Beautiful" seems to be the tagline for the new range of beauty products. Honest Beauty's Instagram account even teased what they're currently coming up with.
Captioned, "Are you eager to become an #HonestBeauty?" the photo reveals smears of various colors and hues from the nude, red and pink color family.
After seeing this behind the scenes snap, Jessica Alba's fans are surely going to lineup for these great hues, which probably are shades for some lippies.
Are you eager to become an #HonestBeauty? Take a first look at the development of our color collection. A photo posted by Honest Beauty (@honest_beauty) on Jun 18, 2015 at 8:05am PDT
"It just makes sense that a brand made for families, should really listen to families. But it goes beyond that, too. At the end of the day, we believe that together, we can make things better," Alba described The Honest Company's philosophy in a blog post for the online publication.
While no date has yet been specified for the release, conscious shoppers and fans alike can expect the beauty line to be available sometime this fall.
Coincidentally, the announcement of The Honest Company's new cosmetics line follows predictions about the company's success.
Just a few weeks ago, editors from Forbes magazine forecasted that Jessica Alba's company would make about $250 million in revenues just this year. The magazine also assessed the company at $1 billion.
A photo posted by The Honest Company (@honest) on Jun 17, 2015 at 11:30am PDT
