One more young celebrity is leveraging her Hollywood powers and launching a business around her personal brand. The Honest Company, which gets a leg up in the URL naming game with the URL Honest.com, offers “eco-friendly family essentials” through a monthly subscription service.
Selling safe, sustainable products being more convenient, beautiful and affordable, Golden Globe nominee Jessica Alba, ("Fantastic Four," "Little Fockers," and TV series "Dark Angel," "The Office," and "Entourage") named the company after her 4-year-old daughter Honor.
"Being a mom is the most profound experience I've ever had," says Alba, now mother of newborn Haven as well. "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."
Alba isn't the only celebrity mom to launch a planet-conscious kids' business. Actress Soleil Moon Frye expanded from her eco-boutique, The Little Seed, to becoming Target's first "mombassador" to promote kids products, while Phoebe Cates, Lisa Rinni and Carly Simon have all opened stores selling organic kids clothes and related high-end, highly curated chic merchandise. Alba's business model — no doubt honed by her agency, manager and even producer husband — is more digitally savvy, however.
Along with co-founders Christopher Gavigan, former CEO of Healthy Child Healthy World, author and environmentalist, ShoeDazzle founder Brian Lee, and Sean Kane, PriceGrabber.com executive, Alba’s e-commerce site curates products into personalized bundles shipped monthly and priced at less than $20 a week.
"Everything I stand for and all I've done over last 15 years has come to this moment," says Gavigan. “Parents get a lot of advice about what to feed their children and how to baby-proof their home, but many are still completely unaware of the toxic risks posed by everyday basics, like diapers, home cleaners, body washes, and laundry soaps. Yet, there's growing consensus that some chemicals used in these products are linked to chronic diseases like asthma, ADHD, and even cancer."
The founders surveyed moms nationwide before launching their line of products, all made from totally natural, non-toxic ingredients delivered to the buyer's door.
"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."
Honest.com is the first step in a bigger vision. "Fundamentally, we want to be an honest family brand," says Kane, "a brand that is a family and treats everyone like family."
Alba plans to expand the products based on customer feedback, commenting: "It's important that a brand that's meant for families actually listens to families, and it's not just some big corporate entity making these huge decisions."
Honest gives a portion of every dollar to Baby2Baby which supplies families in need with baby gear. Follow along on Twitter and Facebook and let us know what you think of this 'cause celeb.'