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Ulta to distribute Jessica Alba's Honest Beauty line


Jessica Alba's white-hot Honest Beauty brand is expanding its distribution beyond the Internet and into Ulta Beauty, the largest beauty retailer in the United States.

According to the Honest Company, the partnership will increase accessibility and availability for the first time in-store nationwide, engaging a broader segment of customers while offering an experiential touch point for all consumers. Ulta Beauty will provide a dynamic shopping experience that will give Honest Beauty the opportunity to expand its brand messaging both nationally and in local markets.

"Ulta Beauty's commitment to providing customers with the ultimate beauty experience is aligned with our mission of helping women shine by embracing who they are," said Jessica Alba, Founder and Chief Creative Officer of The Honest Company. "Our brand was created to offer the modern woman an alternative to beauty she can believe in, centered around her on-the-go life and varied style. Our goal was to design a clean, conscious line that gives her confidence, celebrates her diversity and uniqueness, and is powered by uncompromised, botanically charged ingredients. We are excited to partner with Ulta Beauty to engage our customers at new touch points."

Debuting this month, Honest Beauty will enter 250 Ulta Beauty stores and its over 80-piece makeup and skincare collection will be available at

"Honest Beauty is proud to expand distribution with Ulta Beauty, our first retail launch partner nationwide," said The Honest Company's CMO, Chris Thorne. "Their innovative and democratic approach to beauty paired with their interactive and inviting stores, creates an ideal environment for consumers to discover Honest Beauty."

"As the retail launch partner of Honest Beauty, Ulta Beauty continues a winning track record of offering our guests access to the most sought after brands," said Tara Simon, senior vice president of merchandising at Ulta Beauty. "With high quality products featuring naturally derived ingredients, Honest Beauty is an exciting addition to our assortment and will surely delight our guests."

Launched in September 2015, Honest Beauty will roll-out new product innovations throughout 2016 at Ulta Beauty and

Last week Bloomberg reported that the Honest Company is getting set to go public. Bloomberg's sources say that Alba and Brian Lee, Honest Co.'s CEO and co-founder, are working with Goldman Sachs and Morgan Stanley on an IPO for the natural product line.

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