Jessica Alba reveals sustainable packaging innovation for Honest Beauty

The Honest Company, the clean and conscious business founded by Jessica Alba in 2012, has rolled out a new sustainable packaging initiative for Honest Beauty featuring 100% recyclable cartons made using “tree-free” paper.

More than 100 beauty SKUs have been updated as part of the new initiative which has seen the company leverage a range of post-consumer recycled materials including upcycled sugarcane by-products.

Glass droppers, aluminum tubes, tin compacts and mono-material components have also been incorporated into the relaunch whenever possible for easier recycling.

The impact of Honest’s tree free carton use will also be tracked quarterly on its website.

Commenting on the drive, Founder and Chief Creative Officer Jessica Alba said: “From day one, we’ve placed the utmost importance on product efficacy, formula integrity and ingredient quality – packaging is the next step in our journey of continuous improvement.

“As pioneers in clean beauty, I am energized that we are able to raise the standard for the industry at large, and demonstrate what is possible to achieve at scale while we continue to deliver on our mission to inspire everyone to love living consciously.”

As part of the beauty relaunch, Honest is also launching a new Daily Defense Collection of skincare products all designed to defend skin against environmental aggressors.

Available now, the four new products have been formulated with Sea Concentrate which is rich in zinc and iron to provide essential minerals to the skin.

Honest will also be tracking the impact of tree-free carton use quarterly on its website. 

Launched in 2012, The Honest Company offers a range of “thoughtfully formulated, safe and effective” personal care, beauty, baby and household products, which are available via honest.com, third-party ecommerce partners and 32,000 retail locations across the US Canada and Europe.