Actress goes online to fight toxins

Actress goes online to fight toxins

Wednesday, September 12, 2012

Film star Jessica Alba has swapped Hollywood for Silicon Valley, introducing fellow technology entrepreneurs to her new internet firm, inspired by motherhood.

The star, known for roles in films including The Fantastic Four, said it was becoming a mom that compelled her to create The Honest Company devoted to non-toxic, environmentally friendly products for families.

"I wanted this company to exist for me as a parent," Alba said during an on-stage chat at a TechCrunch Disrupt technology conference.

"I found there are lots of toxic chemical in everything from laundry detergent to the mattress your baby is sleeping on."

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Alba has two daughters, one four years old and another born last year.

The 31-year-old star teamed with Christopher Gavigan, author of Healthy Child Healthy World to build The Honest Company and eventually convinced successful serial entrepreneur Brian Lee to sign on as a co-founder.

Lee has a winning record of collaborating on start-ups with famous people.

Lee also worked with reality television show star Kim Kardashian on start-up ShoeDazzle, a website specializing in trendy shoes, handbags, jewelry and other fashion accessories.

The Honest Company launched in January as an online shop for diapers, detergents, shampoos and more made without ingredients harmful to people or the environment.

Lee described The Honest Company as a lifestyle family brand meant to represent non-toxic, ultra- performing high-end products. "Anything that touches your family, touches your baby, we want to be a p! art of," Lee said.

"We are looking at everything from carpet and paints to things for your nursery. There are endless possibilities."

Word of The Honest Company has spread quickly in parenting circles and Alba flexed her star power on the start-up's behalf on television talk shows and in magazines.

"We found that our customers go way beyond moms," Alba said.

"I think the big corporations and big ways of doing things, we are sick of it," she continued. "That is the reason we are all here. Every industry is going to be disrupted."

AGENCE FRANCE-PRESSE