Jessica Alba Launches The Honest Company [Video]

Jessica Alba has played an invisible woman, a super-soldier, and a surfer, and now she’ll step into the role of entrepreneur. The “Good Luck Chuck” star is launching her own company, The Honest Company, which will provide eco-friendly baby products.

CNN reports that the Honest Company will be an e-commerce site (at Honest.com) that will deliver eco-friendly diapers, baby wipes, and cleaning supplies for a monthly subscription.

Alba said that she started thinking about the company three years ago when she was pregnant with her daughter Honor. Alba said:

“When I was pregnant three-and-a-half years ago with my daughter, Honor, I started researching how to have a safe home. I was shocked to learn how many dangerous chemicals were in the products I used, including many I had assumed were safe.”

Alba partnered with Brian Lee, founder of e-commerce company ShoeDazzle, and Christopher Gavigan, the former CEO of Healthy Child Healthy World, to create The Honest Company. Alba said the goal of The Honest Company is to provide high quality eco-friendly goods without driving up the price.

Alba said:

“Most eco-friendly companies don’t have a high volume, so they can cost 3 to 4 times as much as what we’re offering. We aren’t going to be the cheapest, but we’re certainly not the most expensive.”

The company will launch with two bundles. The family-friendly cleaning products bundle will cost $35.95 a month and the biodegradable diapers bundle will cost $79.95.

Alba said:

“When I became a mom, I finally became the person I am, that I always should have been. 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.”

Here’s a video about The Honest Company.

What do you think of Jessica Alba’s new company? Will you get your diapers from The Honest Company?