CelebVillage: Jessica Alba: My Green Product Line The Honest Co. Is a "Labor of Love"

The actress and mom writes in her exclusive blog for iVillage about her decision to establish her new green product line

In her exclusive blog for the iVillage blog series CelebVillage, actress and mom (to daughters Honor, 3, and 8-month-old Haven) Jessica Alba writes about her decision to establish The Honest Company, her new eco-friendly product line for families.

As a lot of new parents do, when I was pregnant with my first daughter Honor, I spent a ton of time looking for the best baby gear. Personally, I wanted to find natural and non-toxic products, but it was confusing to filter through the clutter of what was truly eco-friendly, what the different green claims meant, if it applied to the packaging or the ingredients inside. The greenwashing and confusion was really tough to navigate -- I really can’t imagine how many hours I spent researching all of it. And, when I finally found the different products I wanted, I would have to go to literally a minimum of 10 different brands -- all distributed in different places -- to stock my home.

I loved the idea of being able to get everything I needed from one company and being able to trust that it would truly be eco and safe, so I decided to create Honest.com -- because I needed it! In addition to the non-toxic factor, I decided I wanted to make these products that were also more affordable and more aesthetically pleasing. What can I say -- I'm a modern, colorful person and I like beautiful things!

It’s been a labor of love that’s taken over three years to develop, but I’m on cloud nine now that it’s here. And I test everything on my own kids (it has to work!). Now I have a shampoo and conditioner that work on Honor’s fine, curly hair. And I have adorable diapers for Haven (one of my favorite designs is the skull and crossbones) and they never leak. (Seriously, I used to have to double up other natural diapers to avoid overnight leaks.) And I have cleaners that really get the job done (I even tested our all-purpose cleaner on our grill!) and they’re all safe enough to use around my girls.

We’re really excited to keep developing new products, too! Anyone from the iVillage community have any feedback, recommendations, or requests? Let me know!

Follow Jessica Alba on Twitter at @jessicaalba. Learn more about The Honest Company, her eco-friendly product line for families, here. And click here to read more exclusive posts in the CelebVillage series.

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