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So now it's OK to do your makeup in public? Jessica Alba dabs gloss while her assistant adds concealer at an Honest Beauty event

By Heidi Parker and Christine Rendon For Dailymail.com

Published: 11:37 EST, 26 September 2015 | Updated: 11:46 EST, 26 September 2015

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Jessica Alba has launched Honest Beauty.

And to promote the new line the 34-year-old actress dropped by The Grove in West Hollywood on Thursday.

The Sin City star made sure her makeup was absolutely perfect for the event, so she did a few touch ups here and there. Only she did them in public for everyone to see, which has long been considered a no no.

No privacy needed: Jessica Alba put on gloss as her assistant added concealer while promoting Honest Beauty at The Grove on Thursday

There's more: The Sin City star was very careful when she applied the gloss

Wait, I need to do some more work! Alba has launched Honest Beauty

White on target! Alba looked fantastic when she delivered a spirited pep talk at the grand opening of Honest Beauty's pop-up shop at The Grove

After her makeup sprucing, the looker got down to business.

Jessica clutched the microphone while grinning towards the crowd, her straight and glossy locks flowing loosely over her shoulders and parted in the centre.

She teamed her clean white dress with a matching pair of metallic heels, and glammed up the look with a pair of studded earrings.

The Into The Blue star appeared to be bursting with pride as animatedly addressed the crowd, flashing a gleeful expression.

Style icon: The Sin City star hit another fashion note with her chic dress that cinched at her waist

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Jessica Alba was all smiles while hosting the Honest Beauty's pop up shop at The Grove in Los Angeles.

She took the stage wearing a white a line dress with a cinched waist that showed off her petite frame.

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Jessica served as an excellent advert for her newly launched line of cosmetics, Honest Beauty.

No doubt the actress was modelling the organisation's makeup, as her famous face was complimented with a peachy glow and bronzer eyeshadow.

She shared a quick Instagram video of herself getting her makeup done, which showcased her Honest Beauty products.

Pumping them up! Alba grew animated as she addressed the crowd

Jessica came with company, as her husband Cash Warren was also spotted enjoying a light beverage while clad in a sharp grey shirt.

The star's pop-up store will officially be open for business on Friday, according to Women's Wear Daily.

Speaking to the website, Jessica reflected on how she's come to expect 'a really high standard' of cosmetics thanks to years behind the camera.

A great advert: No doubt Jessica was sporting Honest Beauty's newly released makeup

Showing his support: The mother-of-two's husband, Cash Warren, was no doubt proud as he watched his wife from the sidelines

They make a great team! The couple looked to be in top spirits as they strolled outdoors together

'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,' she told the website.

The new cosmetics concept had been a long time coming for Jessica.

'Beauty was always part of the plan,' Jessica explained to the online publication. ‘It was just a matter of when, how and being able to execute it properly. I didn't want to do this half-a**.'

Recently, Jessica's company was hit with a class action lawsuit.

John D. Rubin claimed Honest actually sells items that contain unnatural ingredients, as well as other products which are ineffective.

In the suit, according to Law360, it was claimed Honest's hand soap, dish soap, diapers and multi-surface cleaner contained unnatural ingredients.

And it went on to say the company's sunscreen was ineffective, prompting customers to complain online about sunburn and blistering after using it.

Mingling: The actress grinned as she caught the eye of one fan

Shining star! The beauty no doubt turned heads in her lovely number and metallic heels

Let's get together! The Dark Angel actress posed beside Hillary Kerr and Katherine Power at the Who What Wear and Nordstrom Trunk Show that same day at The Grove