Honest Beauty, a comprehensive new collection of effective, safe and effortlessly modern makeup and skincare created by The Honest Company, introduces its first branding campaign, #LetsBeHonest, with a mission to celebrate the diversity of beauty today and inspire women to show how they use beauty to bring out their best. #LetsBeHonest kicks off online with a short day-in-the-life film that showcases the many real looks of Jessica Alba shot from the unique perspective of her must-have beauty products. The Honest Beauty film campaign is an invitation for women everywhere to capture and share their own looks.

“Honest Beauty isn’t about defining beauty for women. Instead, we’re asking women to tell us what makes them feel honestly beautiful. Our hope is that by Jessica revealing looks that are honest to her own life, women will be inspired to use Honest Beauty to create their own,” said The Honest Company CMO, Chris Thorne.

“Women have their own motivations for how they use beauty in their lives, so we can’t wait to see Honest beauties get real with us,” says Alba, Founder and Chief Creative Officer of The Honest Company. “We offer tips, tricks and tutorials to show women how to get the look that’s right for them and #LetsBeHonest brings it all to life.”

The #LetsBeHonest looks will be compiled into a crowdsourced lookbook, which will live at HonestBeauty.com and will also include looks from the brand’s employees, influencers and makeup artists, each sharing the story behind their look name. More signature looks will be collected in the Honest Beauty photo booth at the Honest Beauty retail experience now open at The Grove in Los Angeles.