Jessica Alba unveils sustainable packaging of honest beauty


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When Jessica Alba launched Honest Beauty in 2011, her goal was to provide better products for your products at affordable prices. Now, more than a decade later, it goes one step further and also improves Honest’s offerings for the planet.

The brand recently underwent a lasting makeover and ditched its virgin plastic packaging in favor of more environmentally friendly materials like PCR plastic, tin, aluminum, glass and tree-less paper. “We built the brand around the ethics of sustainability and thinking about the planet, but when I launched 10 years ago, it wasn’t that readily available,” says Alba. “Being aware of the ingredients that go into our products… was already part of our formulation… but now there are many more opportunities to have sustainable packaging than ever before. “

This shift comes at a time when consumers are increasingly aware of what goes into the products they buy and demand more from the brands behind them. “When I started Honest, consumers were less inclined and less aware of how a product’s ingredients could affect your health over time,” says Alba. “But now even my 10 and 13 year old daughters are thinking about ingredients and questioning the practices of the brands they buy products from.”

With that in mind, instead of making a series of small changes to Honest’s materials, Alba decided to unveil a complete, brand-wide overhaul in one go. “We hope to pave the way for the next generation of emerging companies, but also for companies that have been around for a long time,” she said. “We say, ‘Hey, you can do this on a large scale, you can have better practices, and you can raise the bar.’”

As one of the first ‘clean-conscious’ brands, Alba takes Honest’s role as an industry leader very seriously and sees it as an opportunity to constantly innovate and lead change. “It’s not like our job is done. It’s what we do today, but tomorrow it could be different,” she said. “We are constantly trying to improve how we operate as a business and the way we present ourselves so that the consumer is at the forefront of the clean conscience movement.”

Shop our favorite Honest Beauty products

To learn more about Alba, watch the video below.

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