Today Jessica Alba was whizzing around town (New York) promoting her new venture in E-Commerce for Eco-friendly baby products. The company at “Honest.com” was named after her 3 year old daughter Honor and was created after she learned that toxic chemicals are widely used in everyday products.
“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, but the packaging is a little more biodegradable and you’re like ‘But I care about the product touching my kid.’ Is that OK?’”
She decided the best solution was to make the kinds of products she would buy. She partnered with author and environmentalist Christopher Gavigan, ShoeDazzle founder Brian Lee and PriceGrabber.com executive Sean Kane.