Safe. Clean. Effective.

"You shouldn't have to choose between what works and what's good for you." - Jessica Alba, Founder

THE HONEST STANDARD

Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

SAFE

The E.U. bans 1,300 ingredients, we ban over 3,000.

bunny with a heart

Cruelty Free

We Don't Test on Animals.

scientist girl in the lab

EFFECTIVE

Formulated by in-house experts at our own labs.

Dermatologist Tested, testing science bottles

DERMATOLOGIST TESTED

Hypoallergenic products you can trust.

Safe Products For Baby, Beauty + Home

We keep it clean – from baby to beauty and everything in between.

Backpack with products

Ish Happens.

We got you (and their bums) covered

Shop Diapers + Wipes

beauty products

Please Glam Responsibly

Make the switch to clean makeup + skincare

Shop Clean Beauty

Clean All The Things

Our Home Care is non-toxic and next level

baby in bath tube with bubbles and gently nourishing products

Bath Time Turn Up

Our hypoallergenic formulas are worth the hype

Shop Bath + Body

Baby (not-so) Basics

Parent life is real. That’s why our products are real safe, real effective and real dope.

diapers and wipes

Diapers + Wipes

baby products

baby set

laundry products

Cleaning + Laundry

Mom and Baby using eczema products

Itch killing your vibe?

Steroid-free, worry-free eczema relief is here

Shop All Eczema Care

Halloween Printed Diaper

For Mummy's Little Boo

Our new Halloween print is creeping in!

Shop Our Halloween Print

baby in a towel and panda printed diaper

Parent Tested + Trusted

"We had zero leaks; fit my baby boy perfectly, and they are super adorable! " - JGan512

Shop Diapers + Wipes

THE HONEST SIDE OF BEAUTY

Clean is just the beginning of our vetted, verified and results-driven beauty.

mascara

skincare

eyeshadow palette

liquid eyeliner product

The clean line that lasts (w/o carbon black)

Now you know how Jessica gets the perfect cat eye every time...

Shop Liquid Eyeliner

liquid lipstick on lips

Life's too short for short-lived lip color

The Liquid Lip here to stay through Mondays and mimosas.

Shop Liquid Lipstick

skincare products

Our Skincare Best Sellers

These are the skincare best sellers rocking your world.

Shop All Skincare

Everyone Has A Purpose

Everyone deserves to live a happy, healthy life; it's a right, not a privilege.

Dish Soap with Fruit

Honestly Made

You should know exactly what’s in (and not in) our products.

Employees Volunteering

Live honest, give honest

It’s (all) our responsibility to help create a safe, sustainable future.

Live Your Best Life

Honest thoughts and advice for living a happy, healthy life.

7 Easy Ways to Make Your Life More Eco-Friendly

One sustainable step a day adds up to a more environmentally conscious life.