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In a world full of viral concealers — including those from other celebrity-owned brands like Rihanna's Fenty Beauty and Selena Gomez's Rare Beauty — creating a base product that manages to stand out from the pack is a particularly tricky task.
But actress and entrepreneur Jessica Alba said she's done just that. The star, who founded The Honest Company in 2011 and Honest Beauty roughly four years later in 2015, recently announced she would be following in the footsteps of several of her beauty competitors, launching a concealer of her own. The Fresh Flex Concealer has been in development "for quite a while," Alba revealed, though its current release, she said, is seemingly indicative of the post-pandemic beauty landscape.
"We saw a lot of lip and cheek launches and complexion innovations prior to Covid," Alba shared in a new interview with Glossy. "But then, because of all the mask wearing, it was just about the eyes. Now, we're going back into the world, so we need a concealer again."
And as beauty aficionados begin reaching for more concealer, many may be wondering what exactly makes Alba's offering stand out in a seemingly saturated market. The answer, she said, comes down to its formula.
Boasting several nourishing ingredients like Hyaluronic Acid, Shea Butter and Vitamin E, alongside a promise that this product will work "for all skin types," per its listing, Alba said this cosmetic's stand-out factor stems from its unique chemical makeup.
"This formula also has skin-care benefits and is really long wear," the actress explained. "To have both of those together is pretty unique."
The result? A "fresh" look — one she said was influenced by her time in the limelight.
"I wanted people to look fresh," she dished. "Being an actress and being used to close-ups and cameras, you don't want to look like you're wearing a ton of makeup. You want to look fresh."