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Jessica Alba used to be an actress, but now she’s at the helm of The Honest Company, an eco-friendly business currently valued at $1 billion. Getting here hasn’t been easy – just recently, Alba came under scrutiny after a series of complaints about THC’s sunscreen, as it allegedly didn’t do any sort of protecting. In fact, it left some customers with some pretty bad burns.

But despite the recent bad press, Alba isn’t resting on her laurels. Instead, she’s expanding, and this fall she’ll be making her foray into the beauty industry. The new brand will be called Honest Beauty and it will feature, much like her other products (baby clothes, household cleaners), eco-friendly formulas that aren’t harmful to the planet or you. It launches fall 2015.

This news is coming at a very opportune time, though, since lifestyle blogger-turned-mogul Gwyneth Paltrow is also launching a beauty line for her company Goop. It launches late 2015.

So, it’s kind of like a beauty battle between two people who have capitalized on their celebrity. Two stars enter, one lifestyle curator leaves. Thunderdome!