Jessica Alba, the actress who created the Honest Company, has now launched beauty and skincare lines under a new company, Honest Beauty.

The products are sold here - and include cleansers, moisturizers, and color cosmetics. The skin care product line up includes convenient makeup remover wipes, which are also sold in smaller travel packs; a Konjac Sponge; a unique Powder Cleanser; Magic Balm moisturizer, in a compact; and moisturizers in tubes, as well as in bottles with airless pump dispensers.

The color cosmetics packaging is leeek and modern, with lots of shiny silver compacts, palettes and chubby crayons, all accented with white. The line includes a primer, Luminizing Powder, eyeshadow, mascara, Lip Crayon and Lip Gloss.

Alba herself appears as one of the brand's "faces," in different makeup looks ranging from "Sunny" to "Glam." The company's website also features the Honest Beauty Blog, which contains application tips.

Alba first revealed details about the new company to WWD, saying, “The values we stand for — safe, effective products to lead a healthy life — translate into every vertical,” she said. “Beauty was always part of the plan. It was just a matter of when, how and being able to execute it properly. I didn’t want to do this half-ass.”