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Published
Jun 25, 2019
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Honest Beauty kicks off European distribution deal with Douglas

Published
Jun 25, 2019

Honest Beauty, the beauty label started by Jessica Alba’s The Honest Company, has kicked off its exclusive European distribution deal with German retail chain, Douglas. The deal marks The Honest Company’s first venture outside of the U.S. market.


Instagram @jessicaalba


In an Instagram post last week, Douglas confirmed that the line had officially made its German debut as part of the broader European distribution deal.

Meanwhile, Honest Beauty’s European debut was celebrated by Alba and Douglas in Italy with launch events in Milan, Bologna and Rome last week.

The Honest Company first revealed in June last year that its Honest Beauty would launch in Douglas, the same month that the company received a $200 million investment from private equity firm L Catterton. The Honest Company announced that the deal would bring Honest Beauty to Germany, France, Spain, Italy and the Netherlands, as well as Australia, in spring 2019.

At the time of the announcement, Nick Vlahos, CEO of The Honest Company, told U.S. media that Honest Beauty would be available at about 100 of the 2,500 stores operated by Douglas under its various retail brands.

First launched in 2015, Honest Beauty offers a range of skincare, haircare and cosmetic products that have been “vetted and verified” to meet The Honest Company’s standard of safety, avoiding ingredients like artificial fragrances and parabens.

In addition to its planned brick-and-mortar distribution points throughout Europe, the line’s products are also available now through Douglas's e-commerce platform.

The expansion comes as the market for natural and organic beauty continues to grow around the world.

According to a 2019 report from Wise Guy, a market analysis and research report provider, the global natural and organic cosmetics market was valued at $11.5 billion in 2018 and is predicted to reach $23.6 billion by the end of 2025, growing at a CAGR of 9.4% during 2019-2025.

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