Welcome to What I Buy From My Own Brand—a special series spotlighting our favorite CEOs and beauty bosses. Here, they’ll provide context regarding what they look for and value while shopping for top-notch beauty products in addition to providing a list of the formulas they purchase from their own brands. Up next, Jessica Alba, founder of The Honest Company and Honest Beauty. Enjoy!
Clean beauty has been a focus of mine since before it became a mainstream term—even when I first launched Honest back in 2012 and no one was really talking about safe ingredients. I have very sensitive skin, and I have allergies, so I knew I wanted to create products that were safe for sensitive skin but actually worked.
My makeup routine always starts with skincare. I really believe that good makeup starts with a great, smooth canvas. I always start with a gentle cleanser, like Honest Beauty Gentle Gel Cleanser ($11), which is great for all skin types. Then I apply our Vitamin C Radiance Serum ($24) for a little glow, followed by our Hydrogel Cream ($17) to lock it all in.
For makeup, I don’t always have a lot of time in the mornings, but I like to tap Magic Beauty Balm ($12) around my eyes, high points, and Cupid’s bow. Lashes are a must for me, so I always curl my lashes and apply Extreme Length Mascara + Lash Primer ($14). Then I like to do just a little Crème Cheek Blush ($12) on my cheeks and add a lip color. (I love to tap on our Liquid Lipstick, $12, with my finger for a blurry lip-stain look.)
I’ve had so many looks over the years, but now I really love classic, feminine looks that are all about accentuating your natural beauty. I do like to get playful with my makeup sometimes, but I think it’s all about keeping the look balanced. So if I do a more dramatic eye look, I’ll wear a more neutral lip so it’s not too overpowering.
Here are the top 14 products I’d buy from my own brand and why Iove them.