Jessica Alba's Honest Startup
She's a sex symbol who now has a startup selling baby products. I caught up with Jessica Alba about her brand new online company.
Many times when celebrities are attached to a company its mainly to push products and make money. But Jessica Alba says her new startup called the Honest Co. is different. It's all about creating a healthy lifestyle for kids.
While you know her from movies like "Fantastic Four" and "Good Luck Chuck", this mother of two has a serious side.
"I was searching for the best products to give my children and I found that it was really challenging" said Alba.
Instead of settling for what's out there, she started Honest.com.
Alba said, "The inspiration was really being a mother and just wanting this company to exist, so I really just came up with this idea out of necessity".
Honest is a fun line of all natural baby products. Everything from diapers to soap, formulated from scratch with no harsh chemicals.
Being a fan of his book, Alba connected with author and environmentalist Christopher Gavigan for this project.
"Besides the aesthetic and the eco and the non-toxic elements, the performance of our products is key," explains Gavigan.
"I asked 'Would you join me and let's create this incredible brand and we can make it affordable, we can make it cute, and more importantly we can make it completely non-toxic and it needs to perform'", said Alba.
I brought my son Parker to try out Jessica's favorite product from the line - the diapers.
Alba said, "The diapers have amazing absorbency and they performas good or if not better than most diapers out there, if not all the diapers out there".
As a parent you know absorbency is key, and when paired with adorable designs and non-toxic chemicals, you know these diapers are a home run.
Buying Honest also supports childhood charities like Baby2Baby in Los Angeles.
Alba said, "we wanted a company that was completely transparent and honest. Honest about practices, honest about our ingredients and honest about our intentions, so, that's Honest".
The Honest Co. is also clear about their prices, which as you might expect run slightly higher than the national brands. I have had a chance to use some samples with my son Parker, and so far am very impressed with their performance; but more importantly, I feel good about using them.
If you want to check out the products head to Honest.com and personalize your very own free trial.