01.18.12
Jessica Alba has linked up with Christopher Gavigan, Brian Lee and Sean Kane to launch The Honest Company, billed as an eco-friendly line of family essentials offered through a monthly subscription service at Honest.com.
The founders contend “they are committed to making safe, sustainable products more convenient, beautiful and affordable,” and will offer consumers products ranging from personal care to baby needs like diapers wipes to household cleaners.
The founders contend “they are committed to making safe, sustainable products more convenient, beautiful and affordable,” and will offer consumers products ranging from personal care to baby needs like diapers wipes to household cleaners.
"I've spent way too many hours researching products and driving around trying to find safer, eco-friendly options for my kids," said Alba. "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."
Alba, and former Healthy Child Healthy World CEO Gavigan have linked with ShoeDazzle.com founder Lee and PriceGrabber.com executive Kane, on the project. They surveyed moms around the country to find out what essential products all families universally need, and launching with a focused product line of diapers, wipes, bath/skin care, and household cleaning products all made from totally natural, non-toxic ingredients and packaged using modern designs.
The products are curated into personalized bundles that are automatically shipped every month, and parents can try a free “Discovery Kit,” that includes a sample pack of diapers and wipes, or trial-sized versions of the bath, skin and cleaning products.
Members can purchase a monthly supply of "non-toxic" stylish diapers "competitively priced at less than $20 a week," and can also choose a monthly supply of the body care and home cleaning essentials for under $9 a week, according to the company.
A portion of every dollar The Honest Company will earn will be presented to Baby2Baby, an organization that supplies families in need with baby gear, the company said.