It’s easy to root for Jessica Alba. The beautiful young actress and Pomona, CA native has maneuvered the wilds of Hollywood with considerable aplomb. Having starred in popular FOX TV series Dark Angel and more than held her own in big-screen features like Machete and Little Fockers, she’s managed to maintain a successful marriage and family with husband Cash Warren with two young daughters, Honor and Haven. In a landscape littered with a steady supply of starlets better known for their tabloid exploits than, well, anything, Alba is the rare picture of how to life the young Hollywood life with dignity.
A long-time activist and philanthropist, Alba even hit Washington, D.C. last May lobbying for the Safe Chemicals Act, which seeks to update the Toxic Substances Control Act, regulating what kinds of chemicals can (and cannot) be used in schools, homes and workspaces.
Now Alba is launching her own e-commerce company, Honest.com. Working with author and environmentalist Christopher Gavigan, ShoeDazzle founder Brian Lee and PriceGrabber.com executive Sean Kane as partners, the site sells eco-friendly and toxic-free household products like diapers, shampoos and soaps. Working through a subscription program, Honest.com delivers their products to your door on a monthly basis.
“I've spent way too many hours researching products and driving around trying to find safer, eco-friendly options for my kids," Alba explained in a press release. “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.”
The Honest Company will donate a portion of their proceeds to the charity Baby2Baby, which gives baby supplies to families in need.