After learning that a number of products she and parents everywhere were use are full of toxic chemicals, Hollywood actress Jessica Alba along with author and environmentalist Christopher Gavigan worked with ShoeDazzle founder Brian Lee and PriceGrabber.com executive Sean Kane to create an online eco friendly, non-toxic baby product company.
Honest.com – named after Alba’s first daughter Honor – was created after the “Fantastic Four” actress gave birth to her second daughter Haven in 2011.
Alba, 30, recently told the Associated Press, ‘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.’
On the company website, Alba says she “feels an intense responsibility to give her children the best possible start.”
“When I became a mom, I finally became the person I am, that I always should have been,” she says. “It’s the most satisfying job in the world. But, it can also be overwhelming and confusing. I created The Honest Company to help moms and to give all children a better, safer start.”
Products available from the site include diapers, wipes, shampoo and conditioner, hand soap, laundry detergent, and surface cleaner.
Honest Co. has also partnered with Baby2Baby, which supplies Los Angeles families in need with essential baby gear and clothing for newborns to 4-year-olds, with the promise to work with additional charities as the company grows.
With each product purchased, The Honest Company donates products, money, time and effort to addressing critical health and social issues important to families and their children.