The Honest Company
The Honest Company has launched a new vegan, fragrance-free collagen cream and serum claimed to quickly improve skin firmness and reduce the appearance of wrinkles.
Both products are powered by a vegan collagen and elastin polypeptide formula, designed to mimic the skin’s natural supporting elements to help deliver firmness and elasticity. The Honest Company claims that these ingredients are made by a fermentation process free of any animal inputs.
The two products in this launch include:
- Ageless Firm + Even Serum: Contains two types of hyaluronic acid, as well as niacinamide for supporting a healthy skin barrier
- Ageless Firm + Smooth Cream: Contains two types of hyaluronic acid for hydration and shea butter for skin nourishment
The serum and the cream are available for $29.99 on the Honest Company’s website and Amazon, and will also be available at Ulta and Target in the coming months.
Lindsey Zubritsky, MD, FAAD, a board-certified dermatologist specializing in general medical dermatology, surgical dermatology, cosmetics and pediatric dermatology, says, "The entire Ageless line from Honest Beauty is revolutionary when it comes to addressing signs of aging. These products contain ingredients that are biomimetic actives that sink into the skin and help maintain the skin's supportive elements of natural collagen and elastin. The results? Firmer, plumper, smoother-looking skin."
According to a Yahoo! Finance report from August of 2024, shares of The Honest Company are up about 200% over the past year. The company recently posted its second quarter earnings, reporting record quarterly revenue and a gross margin of 38.3%. Honest predicts the increase in quarterly earnings is likely driven by strong performance across the brands baby products and wipes portfolios, rather than its beauty sector.
The Honest Company was founded in 2012 by actress Jessica Alba, Christopher Gavigan and Brian Lee. Inspired by Alba's own experiences with childhood illnesses and her desire for safer products for her children, the company aimed to provide an alternative to traditional personal care products that often contained harmful chemicals.
The brand initially focused on baby products but has since expanded its product line to include a wide range of personal care items for adults, as well as household cleaning products and apparel. The Honest Company’s products are marketed as being made with natural, non-toxic ingredients and are often certified organic or cruelty-free.