Jessica Alba's company is launching a beauty range.
The 'Sin City' star - who cofounded online retailer The Honest Company four years ago - has revealed it was always "part of the plan" to expand the company's range to cover beauty and skincare items as well as their parenting-oriented products.
She said: "Beauty was always part of the plan. It was just a matter of when, how and being able to execute it properly. I didn't want to do this half-ass."
Chief executive officer and fellow cofounder Brian Lee added: "The size of the beauty market is much larger than the other categories we are claiming today, so does it have the potential to be larger than The Honest Company? Absolutely."
The collection spans more than 80 individual items, with most part of the makeup range, although the 34-year-old beauty insists there is no one "hero product".
She explained: "There's no hero product; we tried to offer anything you could ever need.
"If women like one product, they're likely to try more. I will always try something that a girlfriend tells me she loves, way more than watching a commercial about it."
And the star insists her long movie career has helped her create the best products.
She told Women's Wear Daily: "I've been working since I was 12, so I have over 20 years' experience with makeup, and I am used to a really high standard of effectiveness and quality."