Jessica Alba Opens Honest Beauty Store

Jessica Alba and Honest Co. have been prepping the launch of Honest Beauty, a new website and pop-up store for the past few months, and that launch has finally come.

The Honest Company launched in 2012 with Jessica Alba as a co-founder. This quote from Alba comes from Honest.com: “When I became a mom, I finally became the person I am, that I always should have been. It’s the most satisfying job in the world. But, it can also be overwhelming and confusing. I created The Honest Company to help moms and to give all children a better, safer start.”

Now, Honest Beauty arrives as an extension of this mentality for, well, beauty. Alba and The Honest Company are testing a six-month pop-up store for Honest Beauty in L.A.’s The Grove shopping center. The Hollywood Reporter quotes Alba:

“This is the first time we’ve ever done a retail experience,” said the actress-turned-entrepreneur of the cosmetics and skincare line, which is nestled near the entrance to the shopping center. She noted The Grove’s family-friendly atmosphere as the perfect location for the new store, plus, “everyone passes it and it’s next to Sprinkles — it’s perfect.”

The Honest Beauty website went live last month and provides an online shopping experience for all those that live outside of the area.

Jessica Alba also has a Pinterest board for Honest Beauty, so you can see what she’s pinning over there.

In addition to Alba’s Honest Beauty store launch, her weekend included brunch with Robert Rodriguez and the Los Angeles Haunted Hayride.