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Jessica Alba Just Launched the Prettiest Honest Beauty Makeup Palette for $35

In today’s breaking beauty news, Jessica Alba has added more products to Honest Beauty’s growing color-cosmetics line. Or in normal-person speak: makeup. So if you’ve loved the lip glosses and balms from the brand (in addition to the Honest Company‘s body staples), listen up. Now you can wear a full face of makeup approved and worn by Alba herself, formulated with the help of her longtime makeup artist—and now creative color consultant for the brand—Daniel Martin.

The star of the line is the Falling for You Makeup Palette, which retails for $35. Inspired by a ’90s Dior fashion show “where all the makeup was red,” Martin’s goal was to create a full-face palette where not one pan went untouched. And while an all-red palette sounds terrifying, Martin made sure that every shade was wearable and flattering on multiple skin tones. “I wanted something I could use on shoots that also translated in real life,” he said. Case in point: He’s used the palette (and will continue to use the palette) on Alba for all her red-carpet events (she’s wearing a few of the shadows in the image above). The palette contains four powder shadows (matte burgundy, shimmery mauve, metallic gold, glittery copper, and blackened plum with pink shimmer), a mauve cream blush, and two lip colors (rose and wine) that can be applied as a stain or as a full-on lipstick. “I wanted to create something I could use everywhere and on every place,” Martin told us at the launch event in New York City this morning. He lists some multipurpose examples: “The cheek [shade] is great to use on the eye to shape it out. I’ll even use the lip [shade] on the eye as a base for the darker eye shadows to keep the payoff. You could also use the gold shadow with a brush on your body.” There’s no right or wrong way to use this stuff, which is why Martin says there’s no need for traditional application directions. “Consumers are so savvy with how they want to wear makeup. They can play with it and see what they like—and it’s versatile for all skin tones.”

In addition to the palette, Martin and Alba created two cheek palettes—the Spotlight and Strobe Kit, which contains three highlighters (two cream, one powder), and the Falling for You Cheek Palette, which includes two cream blushes and one powder highlighter. There’s also a translucent setting powder (Invisible Blurring Powder) and a cruelty-free Buffing Brush. When it came to deciding what to include in the line, Martin says Alba basically gave him free creative range, but don’t think that means she didn’t test every product numerous times. “I would send it to her and she would write me back, ‘I like this’ or ‘Can we add this?’ She would text me at night and be like ‘I don’t know about this,’” he laughs.

Perhaps the most impressive part of this makeup range, however, is that each and every item sticks to Honest Beauty’s “clean and conscious” philosophy. That means no parabens, phthalates, formaldehyde carriers, synthetic fragrances, propylene glycol, butylene glycol, petrolatum, mineral oil, sulfates, and chemical sunscreens in any of her products. This is a challenge, to say the least, when it comes to makeup. “Eye shadows, when working with a clean brand, are very tricky,” says Martin. The powders can feel drier than the average, nonconscious ones you’re used to, and it’s tougher to get the exact color you want. “[The chemists] said, ‘OK, this is the gray,’ and it was a standard gray that a lot of people use. I was able to go in and say, ‘I want to add more blue, but what are my parameters?’ It was really cool to go in and push the chemists to formulate these colors but also get the payoff.” He also notes the challenge of not being able to use carbon for black shadows is another obstacle he’s proud to have surmounted successfully.

The line is online now at honestbeauty.com and will be available at Ulta Beauty stores in September. Oh, and check out Alba on the cover of our brand-new September issue while you’re here.

Additional reporting by Sophia Panych

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