We Asked Jessica Alba What She'd Buy From Her Own Beauty Brand

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(Image credit: Getty Images)

Welcome to What I Buy From My Own Brand—a special series spotlighting our favorite CEOs and beauty bosses. Here, they'll provide context regarding what they look for and value while shopping for top-notch beauty products in addition to providing a list of the formulas they purchase from their own brands. Up next, Jessica Alba, founder of The Honest Company and Honest Beauty. Enjoy! 

Clean beauty has been a focus of mine since before it became a mainstream term—even when I first launched Honest back in 2012 and no one was really talking about safe ingredients. I have very sensitive skin, and I have allergies, so I knew I wanted to create products that were safe for sensitive skin but actually worked.

My makeup routine always starts with skincare. I really believe that good makeup starts with a great, smooth canvas. I always start with a gentle cleanser, like Honest Beauty Gentle Gel Cleanser ($13), which is great for all skin types. Then I apply our Vitamin C Radiance Serum ($25) for a little glow, followed by our Hydrogel Cream ($20) to lock it all in.

For makeup, I don’t always have a lot of time in the mornings, but I like to tap Magic Beauty Balm ($5) around my eyes, high points, and Cupid's bow. Lashes are a must for me, so I always curl my lashes and apply Extreme Length Mascara + Lash Primer ($17). Then I like to do just a little Crème Cheek Blush ($13) on my cheeks and add a lip color. (I love to tap on our Liquid Lipstick, $15, with my finger for a blurry lip-stain look.)

I’ve had so many looks over the years, but now I really love classic, feminine looks that are all about accentuating your natural beauty. I do like to get playful with my makeup sometimes, but I think it’s all about keeping the look balanced. So if I do a more dramatic eye look, I’ll wear a more neutral lip so it’s not too overpowering.

Here are the top 14 products I’d buy from my own brand and why Iove them.

Beauty Director

Erin has been writing a mix of beauty and wellness content for Who What Wear for over four years. Prior to that, she spent two and half years writing for Byrdie. She now calls Santa Monica home but grew up in Minnetonka, Minnesota, and studied writing, rhetoric, and communication at University of Wisconsin, La Crosse. She studied abroad in Galway, Ireland, and spent a summer in L.A. interning with the Byrdie and Who What Wear family. After graduating from UW, she spent one year in San Francisco, where she worked as a writer for Pottery Barn Kids and PBteen before moving down to L.A. to begin her career as a beauty editor. She considers her day-to-day beauty aesthetic very low-maintenance and relies on staples like clear brow serum (from Kimiko!), Lawless's Lip Plumping Mask in Cherry Vanilla, and an eyelash curler. For special occasions or days when she's taking more meetings or has an event, she'll wear anything and everything from Charlotte Tilbury (the foundations are game-changing), some shimmer on her lids (Stila and Róen do it best), and a few coats of the best mascara-type product on earth, Surratt's Noir Lash Tint.