Jessica Alba has launched a new e-commerce internet company that will sell eco-friendly and toxin-free household items for families.
Honest.com was named after her 3-year-old daughter, Honor, according to MSNBC.com. Alba said that she got the idea when she learned that toxic chemicals are used in everyday products.
The products from Honest.com will include diapers, shampoo and laundry detergents, which are delivered monthly to the buyer's door. Consumers have to sign up on Honest.com and can choose different product packages.
The company will launch two different bundles, according to CNN. One is a family essentials pack containing family-friendly cleaning products for $39.95. The other is a diaper bundle that will contain a month's supply of biodegradable diapers for $79.95.
Alba, who gave birth to her second daughter Haven in 2011, said that she was previously duped by items labeled, "eco-friendly" only to find out it used the same toxic ingredients as other brands.
"I would buy what I thought was like an Eco-brand and pay out the wazoo for it and then find out that it's made with the same ingredients as any other brand," Alba said. "But the packaging is a little more biodegradable and you're like 'But I care about the product touching my kid. Is that OK?’"
She also noticed that laundry detergents, some supposedly made for babies, caused her to sneeze and break out in rashes.
"When I was pregnant three and a half years ago with my daughter, Honor, I started researching how to have a safe home," Alba said. "I was shocked to learn how many dangerous chemicals were in the products I used, including many I had assumed were safe."
As a result Alba decided to make the products that she would buy available for consumers. She then partnered with Christopher Gavigan, an author and environmentalist; Brian Lee, founder of ShoeDazzle; and Sean Kane, executive of PriceGrabber.com, according to The Associated Press.
"I came up with the idea. I had to pitch it to my partners and together we created the company from scratch," Alba said.
Alba also says that the website, which took three years to build, was manifested from her own ideas.
"From the packaging to the bottles to the product that's inside, the way that the interfacing is with the website, all of that is really from me," Alba said.
She plans on expanding the Honest.com line, based on consumer feedback. She also says that her brand is meant for families and she wants to listen to families rather than take orders from a big corporate entity.
A portion of the company’s sales will go to support Baby2Bay, a non-profit group that supplies families in need with baby clothes and other items for babies.