Jessica Alba launches Honest, an eco-friendly company
Jessica Alba launched an e-commerce company Honest.com on Tuesday, to sell eco-friendly and toxic free family products.
Honest.com, which is named after the actress' 3-year-old daughter Honor, will offer monthly prescription packages for products like diapers, shampoo and laundry detergent.
"I've spent way too many hours researching products and driving around trying to find safer, eco-friendly options for my kids," Alba said in a statement. "I knew that most people didn't have that kind of time, nor the means to pay the premium prices. We had to make it easier."
Alba welcomed her second daughter Haven with husband Cash Warren in August and told the Associated Press that she decided to start the company after learning that toxic chemicals are in widely used, everyday products. Alba plans to expand the line based on feedback from her customers.
The 30-year-old actress said that starting a business was "hands down" more nerve-racking than opening a new movie, but also more gratifying.
A portion of profits from The Honest Company will go to the Baby2Baby organization, which supplies needy families with baby products. Customers will also have the option of trying a free "Discovery Kit" with a sample pack of diapers and wipes or trial-sized bath, skin and cleaning products.
Alba announced the arrival of her second baby on August 15. She and Warren, a 32-year-old producer, married in May 2008. Alba told Latina Magazine in an interview published in July that her first daughter changed her perspective on life, saying: "Before I had her, work was all I had. Now it's not."
Watch a promotional video for Honest.com below.