Jessica Alba’s Honest Beauty is launching in Ulta stores this month.

The Honest Beauty line is made up of skin-care and color cosmetics and will be distributed in 250 Ulta stores and online. “Honest Beauty is proud to expand distribution with Ulta Beauty, our first retail launch partner nationwide,” said chief marketing officer Chris Thorne.

Alba, who is founder and chief creative officer of the company, added, “Ulta Beauty’s commitment to providing customers with the ultimate beauty experience is aligned with our mission of helping women shine by embracing who they are.”

Honest Beauty launched in September. Other Honest products, including diapers and personal-care items, are sold online and through brick-and-mortar retailers such as Target and Costco. The company focuses on selling safe, effective and responsible products.

The expanded Honest Beauty distribution follows rumblings that Honest is considering an initial public offering. Industry sources indicated that the company’s $1.7 billion valuation, tied to its $100 million venture capital funding round in August, makes it unlikely the business will receive further venture backing and may necessitate a turn to the public markets for cash.

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