Jessica Alba expands beauty line to Europe

American actress and businesswoman, Jessica Alba, has debuted her beauty line in Europe, thanks to an agreement with German perfumery chain, Douglas.

Being exclusively distributed in Europe, Italy was the Honest colour cosmetics and skincare range's first debut, recently appearing on the retailer's Italian e-store. And starting today, the line is hitting its local brick-and-mortar units.

“We’re launching this concept in Italy first, as it’s at the forefront of the beauty industry, always thinking two or three steps ahead, and I think this is the perfect partnership to bring this clean beauty concept and brand to Europe,” Alba said.

“This is a double win for us,” added Douglas Italia chief executive officer, Fabio Pampani. “Our exclusive agreement to distribute the brand in Europe dates back to last year. Then eight months ago, we had a meeting with Jessica and her team in Milan. We showed her how we manage the retail and work with our clients and we offered to be the first [subsidiary] to rollout her line.”

Although Honest Beauty does have global growth plans, Alba said for the brand “it’s about launching in a thoughtful way, learning about each marketplace and doing it carefully with respect."