Honest Beauty Debuts in Milan

Jessica Alba marked the debut of her clean cosmetics line in the European market

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Jessica Alba attends a Meet  Greet event for the presentation of the Honest Beauty line at Douglas store in Milan.
Photo by Rosdiana Ciaravolo Getty Images

Actress turned entrepreneur, Jessica Alba has debuted her relaunched Honest Beauty cosmetics and skin care range in Milan. The line comprising clean beauty products will be distributed in Europe by the German perfumery chain Douglas.

Speaking at the launch, Alba said: “We’re launching this concept in Italy first as it’s at the forefront of the beauty industry, always thinking two or three steps ahead, and I think this is the perfect partnership to bring this clean beauty concept and brand to Europe.” 

“This is a double win for us,” echoed Douglas Italia chief govt officer Fabio Pampani. “Our exclusive agreement to distribute the brand in Europe dates back to last year, then eight months ago we had a meeting with Jessica and her team in Milan, we showed her how we manage the retail and work with our clients and we offered to be the first [subsidiary] to rollout her line.”

According to its website, Honest Beauty aims to: “create a comprehensive line of skincare and makeup that celebrates diverse beauty and brings out your best.”

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