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Jessica Alba’s Honest Beauty Relaunch – Clean Beauty 2018 Updates at Target

Pictures and reviews of Jessica Alba's Honest Beauty clean beauty and makeup line at target that received a design update and relaunch in 2018

A few weeks ago I went to target for the first time in a year. Yes, I’m a mom and I’ve gotten away with hardly ever going to target. I was all stocked up on Acure organics but I ventured towards the beauty aisles to see if Honest Beauty had anything new. And…of course I was trying to hoard more of their True Velvet eyeliners.

I went up and down each aisle. 3 times. Where did Honest Beauty go? We have pretty good Target’s here in San Diego. How did my mom describe it “this Target makes my Target look like CVS!” So where was the Honest Beauty?

Soon enough I got distracted by looking for the cutest pattern Honest Company diapers. But when I got home I searched online and found some Honest Beauty makeup still on Target’s site…but it was sold old. No worries, I just went to…only to find the product availability sparse as well. “Maybe my favorite eye liner is just out of stock, oh well”, I thought.

A few more clicks later and I came across this Allure article: Jessie Alba – Why I’m Relaunching Honest Beauty. Cool, some product updates! But then I read something VERY uncool: “there were multiple shades (and textures) for almost every product, which, at the end of the day, felt like too many. “We just didn’t need all of those options,” “. Oh boy, I smell trouble!

But according to Allure I only had to wait until July 15th to see for sure the product updates online and what products made the cut. I actually only had to wait until July 14th! And then I took a little break to process and here are my thoughts:

What’s Updated with New Packaging:

Honest Beauty Extreme Lash Mascara + Primer: Seems to be a new version of the “Truly Lash” mascara.Pretty good “natural” mascara. Only miner smudging. Definitely lengthening.

Honest Beauty Magic Beauty Balm: I just never got this. What do people love it for?

Honest Beauty Everything Glow Primer: Big fat meh if this is anything like the previous “luminous” version. What am I missing?

Honest Beauty Contour + Highlight Kit – This definitely makes they tagline “Clean Beauty that Works” honest. I love this contouring kit! It’s the perfect color, it stays on, it’s talc free and non-irritating! So actually not new packaging? Which makes me a little nervous this might be going away…

Honest Beauty Lip Crayon – these are popular but honestly, just kind of OK. I much prefer the Juice Beauty versions. I suppose they’re cleaner than the Clinique version?

Creme Collective did a great job with the new design updates!

What’s new:

Honest Beauty Get it Together Eyeshadow Palette: Yippee! Love their talc-free eye shadow but now in new colors! I love their previous mini shadow palettes but luckily it looks like the best colors are now available in the new 10-color pallette!

What’s gone in the Honest Beauty relaunch 2018:

RIP!!!! Honest Company True Velvet Eyeliners!  Why!!!!!


(no Nancy Kerrigan’s were harmed in the making of this post. I don’t take physical abuse lightly, but you have to admit this is a good Gif)

They were the best! Truly NON-IRRITATING (#praise be) eye liner pencils. They were talc free and have intense color that doesn’t smudge or smear. How long can I keep eye liners again? I still have all of the colors and I’m never letting them go.

Actively seeking new favorites!



  • Emily N.
    August 16, 2018 at 2:47 pm

    Sorry to pick on your spelling, but there’s no way I’d use a mascara with “miner smudging.” Have you seen pictures of people who work in mines?!? 🙂

    I like the Marc Jacobs eyeliner pencils. They have great pigment and don’t smudge (and I’m definitely prone to smudging with eye makeup).

    • vivavitiligo
      August 18, 2018 at 3:52 pm

      Haha thanks! Hubs is supposed to be my proofreader but we all miss things sometimes. I’ll have to check out the Marc Jacobs!

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