On Wednesday, Target announced that select Honest Beauty products would enter 800 of its stores and with a broader assortment sold online, beginning March 26. Items ranging from skin care to makeup (think Truly Kissable Lip Crayon and Refreshingly Clean Gel Cleanser) are to be part of the merchandise mix, within its premium section of beauty. The brand, which is created with safe, botanically-driven ingredients, fits the retailer’s goals of offering consumers products free of unwanted chemicals.

While Target started carrying items by The Honest Company several years ago, this marks beauty’s introduction to the mass market. Items to be sold in Target include an assortment of skin care and cosmetics products, including crème blushes, cleansing wipes, gel cleansers, hydration creams, lip crayons, powder cleansers and primers, among others – most for under $34. The space dedicated to the brand will vary from store to store, though most will be displayed on three-feet shelving. Currently, Honest Beauty is sold in specialty chain Ulta Beauty, as well as online. The brand joins Pacifica, Fig + Yarrow and S.W. Basics as like-minded natural and affordable beauty products also sold in Target.

“We started carrying The Honest Company a few years ago and it’s been a hit with our guests. In fact, we’ve more than doubled our assortment to meet the growing demand,” said Mark Tritton, Chief Merchandising Officer at Target. “Given their love for the brand and better-for-you products, it was only natural for us to expand our offerings to include Honest Beauty. We think guests will really love the collection and the added convenience of finding Honest Beauty at Target.”

According to Target’s website, Honest founder Jessica Alba is thrilled about the expansion.

“Target has been an incredible partner for The Honest Company for several years now so it was a natural evolution to expand our partnership with the introduction of Honest Beauty. I am personally a huge fan of Target—it’s a one-stop shop for everything!”

Among the celebrity’s favorite products include Magic Balm, Younger Face Deep Hydration Cream, Everything Primer, Crème Blush and Everything Cream Foundation.

“[Everything Cream Foundation] is a must have for breathable coverage and I like it for my sensitive skin. It’s my red carpet and date night go-to.”

To promote the new distribution base, the collection will have a dedicated landing page on Target.com. Guests shopping with a Target REDcard can save an additional 5 percent off Honest Beauty and all other Target purchases. The news is also being promoted on Target’s corporate blog, A Bullseye View.