Honest Beauty
Budget“Clean, accessible beauty from The Honest Company.”
By Viktoria @vioda.makeup · Published · Updated
Honest Beauty is a budget makeup brand from the United States, founded in 2015 by Jessica Alba. It's best known for its Extreme Length Mascara + Lash Primer, Ingredient transparency and published 'no' lists and Clean formulas at mass-retail prices.
Honest Beauty launched in 2015 as the colour-cosmetics and skincare arm of The Honest Company, the consumer-goods business Jessica Alba co-founded in 2011 after struggling to find products she trusted for her own family. The beauty line extended the parent company's ingredient-transparency position from baby and household products into makeup, with published 'no' lists and an emphasis on dermatologist and ophthalmologist testing.
The range covers complexion, brows, lip and eye products sold mainly through Target, Ulta and Amazon at drugstore-adjacent prices. Its best-known items — Extreme Length Mascara + Lash Primer, the Tinted Lip Balm and Clearing Cleanser — put clean-formulated makeup within reach of shoppers who were never going to pay prestige clean-beauty prices.
Popular Products
What Honest Beauty is bought for. The ones we've found dupes for link through to the comparison.
- Extreme Length Mascara + Lash Primer
- Tinted Lip Balm
- CCC Clean Corrective Tinted Moisturizer
- Clearing Cleanser
Known For
Brand Philosophy
Transparency should not be a premium feature — people deserve to know exactly what is in a product, whatever they can afford to spend on it.