Whether you’re already a fan of  The Honest Company —a leading healthy lifestyle brand founded by Jessica Alba—or are simply on the hunt for high-performance, safe beauty products, we’ve got an exciting announcement: Honest Beauty is coming to Target! With 30+ products covering everything from skincare to makeup (we’ve got our eye on the Truly Kissable Lip Crayon and the Refreshingly Clean Gel Cleanser!), the line is created with safe, botanically driven ingredients. And it’s one step toward our goals focused on offering our guests better-for-you products free of unwanted chemicals. Launching in stores and online March 26, this marks the brand’s first introduction to a mass-market retailer and is a natural fit for Target’s beauty aisles. Since introducing a handful of better-for-you beauty brands over the past few years— Beautycounter , Fig + Yarrow  and  S.W. Basics , to name a few—we’ve made it our priority to become guests’ go-to destination for natural and affordable makeup and skincare products.

“We started carrying The Honest Company a few years ago and it’s been a hit with our guests. In fact, we’ve more than doubled our assortment to meet the growing demand,” said Mark Tritton, chief merchandising officer at Target. “Given their love for the brand and better-for-you products, it was only natural for us to expand our offerings to include Honest Beauty. cheap barber chair in ukWe think guests will really love the collection and the added convenience of finding Honest Beauty at Target.”fold up chairs target Want to learn more about Honest Beauty’s pretty products and mindful mission? eames chair for saleHear from founder Jessica Alba, below!cream tub chair uk

What was the inspiration behind Honest Beauty? Honest Beauty was a total passion project for me. Growing up, my mom was trained to be a cosmetologist and was always testing different makeup and hair looks on me. She taught me that makeup is a way to have fun and express yourself. folding wooden chair nzOver the years I’ve tried everything from products that worked but irritated my skin, to alternatives that didn’t deliver and were extremely expensive. indoor swing chair with stand indiaEver since I’ve been in the makeup chair, I’ve wanted to create beauty products that delivered high-impact results and created lasting looks made with safe ingredients and without synthetic fragrances, because women deserve to have uncompromising products that work.twin sleeper chair living spaces

What sets Honest Beauty apart from other options out there? Creating products with clean ingredients and without synthetic fragrances is something I'm really passionate about—I do have a lot of sensitivities. I do care about what's in and around my environment, and I was always seeking better-working products. egg chair for sale in south africaBut it was equally as important that the products perform, so I used intel and insights from top makeup artists, cosmetic scientists and beauty industry experts worldwide to ensure the products, which utilize a mix of botanically derived ingredients backed by innovative science, are made for beautiful, lasting looks and powerfully effective results. hammock chair stand for bedroomWith Honest Beauty, we’re setting a new standard by showing that you don’t have to compromise.

What makes Target the perfect company to partner with as the line’s first mass retailer? Target has been an incredible partner for The Honest Company for several years now so it was a natural evolution to expand our partnership with the introduction of Honest Beauty. I am personally a huge fan of Target—it’s a one-stop shop for everything! Which products from the Honest Beauty collection at Target are your favorites? That’s like asking which child is your favorite—I love them all! If I really had to choose my top handful, I would say: Why do you think it’s important for Target guests to know about and have access to ‘better-for-you’ beauty products? I believe that everyone deserves to have access to clean beauty products. People are so conscious about what they eat, what they put in their body, what they use to clean with and what they give to their kids, but it’s easy to forget that what we put on our skin is also important, because skin is your body’s largest organ.

When it comes to beauty, women often compromise from the neck up. I believe Honest Beauty can go head-to-head with conventional [products] when it comes to pay-off and performance. Ready to shake up your beauty routine? Check out some of the gorgeous products, below!  starting March 26, with most items under $35.Target Refuses to Remove Creepy Guy From Women’s Bathroom About Best Sellers in Directors Chairs These lists, updated hourly, contain bestselling items. Here you can discover the best Directors Chairs in Amazon Best Sellers, and find the top 100 most popular Amazon Directors Chairs.is becoming your neighborhood natural destination. The mass-market retailer is adding several new natural brands to its shelves and pumping up the presences of a number of natural brands that had already found homes in its beauty assortment. The new brands include Alaffia, Little Seed Farm, Nubian Heritage, Thayers Natural, The Seaweed Bath Co., Nature’s Gate and W3ll People, and the growing brands are S.W. Basics, Fig + Yarrow, Nourish Organic, Plant, Savannah Bee and Zum.

As shoppers, especially , gravitate to healthier and greener alternatives to conventional brands, is positioning itself as the go-to resource for affordable options in natural beauty merchandise. The strategy has been showing results. In 2016, the retailer registered a double-digit percentage lift in sales of natural skin-care products, and brands such as Yes To, Shea Moisture, Burt’s Bees and Pacifica clocked robust results. “We know guests are increasingly interested in and aware of ingredients within the products they’re using, particularly when it comes to skin care,” said a Target spokesperson. “Target is constantly on the lookout for new brands and the latest beauty trends, and we’ve continued to expand and refine our selection of better-for-you offerings in hopes that guests will think of us first when they’re shopping for natural beauty products.” In tandem with building its natural beauty business, the retailer has staked out a leading ingredient policy for the mass segment.

By 2020, full ingredient transparency is the objective for beauty, personal care, baby care and household items even for fragrance, the compounds in which the federal government doesn’t require be disclosed. Also, by 2020, Target is banning phthalates, propylparaben, butylparaben, formaldehyde, formaldehyde donors and nonylphenol ethoxylates from beauty, personal care, baby care and household product formulations. “Making informed choices should be simple for guests,” said Dawn Block, senior vice president, essentials and beauty at Target, in the retailer’s announcement of its stances on ingredients. “This framework is designed to take the complications out of finding better-for-you product options.” The bottom line is that Target seeks to be a place trusted for natural beauty products — and it’s working. “They’re the groundbreaker right now. They’re the store everybody wants to play in,” said The Seaweed Bath Co. cofounder Allison Grossman, declaring that the brand is “off to a good start” at Target since hitting end-caps in late December.

After entering Target in March 2015, products from S.W. Basics have consistently sold out. The brand’s toner, containing organic raw apple cider vinegar, is a bestseller, a telltale sign to founder Adina Grigore that Target shoppers understand S.W. Basics’ philosophy that straightforward products filled with a few high-quality natural ingredients are what’s needed for the skin. “Apple cider vinegar is getting a lot of attention, so that’s part of it, but it still takes a leap of faith to say I’m going to take this product that looks pink and cloudy, and smells like apple cider vinegar, and put it on my skin when people are used to lotions that smell like strawberry daiquiris,” Grigore said. Elaborating about natural beauty at Target, she asserted, “People actually are ready for this when we’ve been told historically that they aren’t ready, and it’s a trend that’s not here yet. I think our experience at Target has proven that’s not true.” W3ll People cofounder James Walker agrees that customers are ready for natural beauty products — and at every rung of the retail ladder in the beauty industry.

W3ll People is stocked by the upscale clean-beauty boutiques Credo and The Detox Market, natural grocer Whole Foods, specialty apparel chain Anthropologie and Target. “ for almost two years, and it has really proven itself,” Walker said. “Target is excited about bringing better, more positive choices into their playground, and they are doing it in the context of premium quality cosmetics across skin care, and care. It’s similar to what they’ve achieved in the food category with premium organic brands.” At Target, premium can’t mean too pricey. W3ll People and Nature’s Gate have sharpened their pricing to suit the budgets of Target’s clientele. Nature’s Gate’s four shampoos and four conditioners at the retailer are priced at $4.99 apiece, although their prices rise to as much as $8 or $9 at Whole Foods locations. W3ll People slashed the prices of its products by 10 to 30 percent to get its price range to between $13.99 and $28.99. “They are not cheap, not drugstore, but we right priced,” Walker said.

“Though you are spending money on a premium product, it’s attainable.” He stressed, “We haven’t made any formula changes to reduce price points. In fact, we are introducing higher and higher concentrations of premium organic and luxurious ingredients.” Little Seed Farm’s Activated Charcoal Soap, Geranium Rose Soap and Lavender Soap are each $5.99 in Target stores and online. “As a company, we use all organic ingredients, and we follow sustainable and organic farming practices, which includes rotational grazing that’s very labor intensive, and we see lots of brands on the market with similar products at twice the price,” said Eileen Ray, who owns and runs Little Seed Farm with her husband James on a farm in rural Lebanon, Tenn. “We have made a conscious decision to stay affordable because our mission is to spread the idea of sustainability and to be a model for small businesses. You don’t have to charge an arm and a leg.” Little Seed Farm is emblematic of the lengths Target will go to fill its shelves with natural beauty brands that might resonate with its customers.

Before Target contacted the brand about a year ago, Little Seed Farm didn’t reach out to the retailer and had no intention of doing so. In fact, the Rays, who left New York for a purposeful life outside the city, weren’t in the habit of chasing down buyers and word of mouth had fueled six-year-old Little Seed Farm’s proliferation to a retail network of primarily curated general stores, food shops, and clothing and beauty boutiques across the country. “We hadn’t actively pursued any large retailers, so this came as a pleasant surprise for us,” Ray said. “Our product has gained in certain circles a kind of cult vibe about it. The [Target] buyer had found out about us through a friend. We have amazing customer loyalty and that probably contributed to it. We also have a really interesting brand story, and you can follow and see all aspects of our farm and our animals on Instagram.” Now that Target carries an ample assortment of natural beauty and personal-care products, Nature’s Gate marketing director Terry Sarian encouraged the retailer to mingle natural and non-natural products together in beauty aisles.