Honest Beauty is expanding in-store at Ulta Beauty, with official rollout starting Sunday.

“The rollout strategy was at all times to launch online initially after which find the suitable retail partners that basically believed in our mission around clean and sustainable practices and go in on constructing this awareness and meeting the necessity of this consumer,” said Jessica Alba, who launched The Honest Company in 2012 in partnership with entrepreneurs Christopher Gavigan, Brian Lee and Sean Kane.

It was in 2015 that Alba unveiled Honest Beauty, expanding from baby and household goods into skin and private care. The road was revamped in 2018, the 12 months the corporate opened an in-house lab, and in 2021 — when The Honest Company went public — the brand introduced updated packaging created from compostable “tree-free” cartons produced from upcycled sugarcane byproduct. (Alba now has a 6 percent stake in Honest, which raised $412.8 million, selling $25.9 million shares at $16 each at a reported valuation of $1.44 billion upon launch.) Before Honest’s revamp, its beauty products were sold at Ulta, for a temporary period.

Sold direct-to-consumer on the corporate site, in addition to major retailers including Goal, Amazon and Shoppers Drug Mart, launching into Ulta Beauty stores means reaching much more consumers in search of “clean” goods, said Alba. (Honest Beauty relaunched online at Ulta Beauty in 2020.)

“I’m just thrilled that we get to work with Ulta [Beauty], because they’re in just about numerous the areas and the spaces where women are, within the suburbs, in urban areas and in great little pockets where I feel before there wasn’t a ton of options [in ‘clean’]. And I really like that you would be able to shop high-low. I really like that you would be able to get services. And it just appears like a very comprehensive beauty experience. After which after they expanded into Goal, I assumed that was just so smart and great to see how those lines could be blurred once you’re putting consumers first. And I just really liked how they’re pushing the boundaries of what experiential retail and what retail can seem like. And I, , love being a part of that story with Honest.”

Launching exclusively at Ulta Beauty (as a part of a six month-deal), Honest Beauty is introducing its first pimples line: a Get Clarity Foaming Pimples Cleanser, $17.99 (made with colloidal sulfur and apple AHAs with malic, glycolic, lactic and citric acid); an In The Clear Pimples Serum, $29.99 (wintergreen-derived salicylic acid, azelaic acid, zinc PCA and niacinamide), and a Spot Stopper Pimples Spot Treatment, $17.99 (wintergreen-derived salicylic acid, glycolic acid, witch hazel and microalgae).

“The pimples space is pretty saturated with very intense chemicals that strip away the healthy skin barrier and leaves lasting damage to the skin, often over-dehydrating it, irritating it much more and stripping away your natural skin barrier,” said Alba.

Her goal was to take a special approach for acne-prone skin, asking, “What’s the basis of the difficulty? How can we actually help remove the surplus dirt, help with what causes the clogged pores after which really deliver healthy skin barrier advantages.”

Also coming to shelves at Ulta Beauty is Honest Beauty’s gel cleanser, retinyl serum, hyaluronic acid serum, hydrogel cream, lightweight moisturizer, Deep Hydration face cream and a watch balm. Meanwhile, a greater range of skincare products, in addition to cosmetics, might be available on Ulta Beauty’s e-commerce site.

In makeup, Alba continues to supply color with skincare advantages and has expanded to incorporate goods with long-wear payoff, all created in-house. There’s a tinted moisturizer with SPF 30, vitamin C and blue light defense, a tinted lip balm with acai extracts and avocado oil, and after the success of the brand’s hero product, the Extreme Length Mascara + Lash Primer, the brand is introducing a latest mascara, Extreme Volume Mascara + Daring Lash Primer.

“We’re not only coming out with products which are pointless or meaningless,” said Alba.