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Jessica Alba's beauty range hits $10 million in sales

Published 10/10/2016

Jessica Alba
Jessica Alba

Jessica Alba's The Honest Company is expanding its beauty range into Canada, and has plans to reach out to Australia and Western Europe.

Jessica Alba’s beauty range has reached over $10 million (£8.1 million) in sales, according to industry insiders.

The American actress founded The Honest Company in 2012, offering the public non-toxic goods such as household products and skincare. And it seems the beauty side of the business is booming, as WWD reports it’s raked in more than $10 million and is setting its sights on Canada.

It also plans to feature in more Ulta stores, a chain of shops that sell cosmetics, fragrances and haircare goods, as the line is a big hit with shoppers.

“We had a great September at Ulta,” Chris Thorne, Honest’s chief marketing officer, told WWD. “We saw huge lifts - 60 percent lifts off our baseline - primarily driven by newness in the category.”

The latest additions to Honest Beauty is the company’s haircare products, which Jessica unveiled in August (16) and includes a Beyond Hydrated line for normal to dry hair and Truly Restored range for dry and damaged tresses. Tara Simon, senior president of prestige merchandising for Ulta, is thrilled with the brand’s popularity and is confident that bigger and better things are still to come.

“It is unique in that the brand itself is both colour and skin care, and so it lives... on our prestige floor, where it sort of bridges the two worlds so that’s a point of difference for the brand, certainly,” she explained. “It’s going to more doors now... We look a couple times a year at brand expansion and how we will grow when it comes to adding it to more existing stores, and we feel really strongly about it.”

Honest Beauty’s hair products are sold in Ulta’s 900 stores, with Tara noting how well they’re doing. Chris confirmed Honest Beauty will be breaking into Canada in 2017, with the hope that by the end of next year the products will be sold in over 2,000 stores, and there are also ideas to expand to Australia and Western Europe.

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