Jessica Alba Launches Honest.com to Sell Chemical-free Baby and Household Products

Jessica Alba is launching a new online store at Honest.com to sell baby and household products that are truly chemical-free. The actress got the idea for the company when she learned that toxic chemicals are in widespread use in everyday products without being tested for safety.

The retailer aims to be completely transparent about the contents of its products. The business model is an interesting one – instead of just purchasing items online, you subscribe to receive certain products every month. You can choose from various bundles, such as diaper bundles and household products bundles. You can customize your bundle monthly to choose the products you need and strike out the ones you don’t.

The Honest product promise is that each product is:

“Honestly FREE of: phthalates, SLS/SLES, synthetic perfume, glycol, enzymes, dyes, phosphates, 1,4-dioxane, chlorine, DEA, formaldehyde, petrochemicals and caustics
No Animal Testing or By-products
Made Proudly in America
We guarantee your complete satisfaction.”

Items are priced at slightly less than leading natural brands. If it is successful, look for other leading natural brands to move to the same business model.