Actress Jessica Alba is adding a new role to her list of credits... entrepreneur.
On Tuesday, the mother of two launched The Honest Company, an e-commerce business, which sells eco-friendly products, such as
diapers, baby wipes, household cleaning and bodycare items for a monthly
subscription fee.
Alba, 30, who is best known for her television role "Dark
Angel" and roles in The Fantastic Four movies, came up with the idea after
discovering how difficult it was to find affordable, non-toxic, and attractive
baby products for her own kids. "When I was pregnant three-and-a-half years
ago with my daughter, Honor, I started researching how to have a safe home,"
said Alba. "I was shocked to learn how many dangerous chemicals were in the
products I used, including many I had assumed were safe."
Alba has joined forces with
Brian Lee, founder of e-commerce company ShoeDazzle, and also co-founder of
LegalZoom, a $150 million online legal services company. Other partners
include Christopher Gavigan, an environmental health leader, and Sean Kane, an
executive at website PriceGrabber.com.
The Honest Company plans to launch with two
bundles: a family essentials pack containing five core family-friendly cleaning
products ($35.95), and a diaper bundle, containing a month's supply of
biodegradable diapers ($79.95). Alba says they plan to expand the line based on
customer feedback.
A portion of the company's sales will go to support
Baby2Baby, a non-profit that supplies families in need with baby gear and
clothing.
