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Honest Beauty Fresh Flex Concealer Puts Skin First

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Jessica Alba’s love of beauty began with her makeup-maximalist mom, Cathy Jensen, and her red-lipstick-loving grandmother. “They were my beauty inspo, and really the two beauty icons that I grew up with,” she tells Well+Good. Over the course of the last decade, the actress-turned-beauty-brand founder has translated her family’s generations-long love of cosmetics into a line of clean skin and makeup products, and her latest launch was inspired by one particular piece of advice her mom imparted to her at a very early age.

“I would always tell her, ‘You have one skin, and that’s it—so you need to take care of it,” says Jensen. This ethos is at the core of Honest’s new Fresh Flex Concealer ($22), a makeup/skin-care hybrid that nourishes your complexion while simultaneously providing coverage.

The formula—which, according to Alba has been “so many years in development”—contains two types of hyaluronic acid to hydrate the skin at multiple levels, shea butter for added moisture, and vitamin E for antioxidant protection. Plus, in addition to the pigments that immediately even out skin tone (which is what any good concealer does), it also includes niacinamide to help reduce discoloration over time.

When developing the concealer, Alba’s primary focus was ensuring that the finished product would keep skin looking like skin. “I was never a fan of the type of makeup that makes you look like someone else—I like formulas that enhance what makes you unique and beautiful, and I think that the individual person and their features should be celebrated,” she says.”Beyond makeup, I also think that having the confidence to be dynamic is important. That’s why we called it the ‘Flex’ concealer, because we want people to be able to flex who they are.”

Now that Alba herself is a mom to two pre-teenage girls, she’s passing her mom’s beauty wisdom down to the next generation. “I’m pretty intense with my girls about taking care of their skin and the health of their skin,” she says. “…I just want them to feel comfortable in who they are… and make sure they’re washing their faces.”

Shop Honest Beauty’s Fresh Flex Concealer

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Our editors independently select these products. Making a purchase through our links may earn Well+Good a commission.





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