We freak over a good celebrity beauty collaboration, but more and more lately, our favorite leading ladies are taking matters into their own hands. Gwyneth Paltrow recently made the leap from consulting on all-things creative for an organic beauty brand to heading up Goop’s first-ever skincare line, and now Jessica Alba, actress, hair muse and entrepreneur, is launching a beauty line this fall. All-natural makeup officially has a new face.


Called Honest Beauty, the line will expand on the good-for-you-and-the-planet offerings her brand, the Honest Company, already slings, like the non-toxic cleaning supplies and baby goods that made the brand famous, as well as a handful of basic bath and body products. If the landing page for the beauty line is any indication of things to come, Honest Beauty will be a champion for natural-looking beauty. Our fingers are crossed for just-bitten tinted lip balms, brow-boosting gels and barely-there foundation that comes in a widest range of shades yet, plus the same bedhead-in-a-bottle secret potion that gives Jess her windblown waves.

Will you be trying out the Honest Beauty line this fall? Tell us what products are on your natural beauty wish list in the comments below.

(h/t Racked, Featured photo via Vivien Killilea/Getty, photo via Honest Beauty Facebook)