The Honest Beauty Co has launched into the European market as part of an exclusive deal with German retailer Douglas, according to a report by WWD.com.
Honest Co-Founder Jessica Alba announced the launch into Douglas’ e-commerce site last week, and its Italian high street store on Monday.
Honest Beauty will be initially be selling its range of make-up and skin care products in 150 Italian stores, rolling out to 450 stores over the next few months.
With the brand based on a clean ethos, Alba said, “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.”
Fabio Pampani, Douglas Italia Chief Executive Officer Fabio Pampani, continued, “This is a double win for us. 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.”
The range will follow up on its Italian launch with a roll out across Douglas stores in Germany, Austria, Poland, France and the Netherlands. An accelerated distribution plan is part of Honest Co’s ongoing strategy following its $200 million investment from L Catterton last year.