February 14, 2013

Jessica Alba's Startup to Launch App for Eco-Minded Parents

Golden Globe nominated actress Jessica Alba is also the co-founder of The Honest Company, an eco-friendly brand that began with baby products and has since expanded to other home-related merchandise.

On this episode of the Valley Girl Show, Alba announces the upcoming release of the Honest Baby app, which she describes as "basically a tracker" where you can monitor your child's feedings, sleep schedules and doctors appointments. The Honest Baby app will debut in a couple of weeks. LA-based startup previously launched its Honest app for mobile use of its services.

As a mother of two, Alba's inspiration for the Honest Company came from her own experience of looking for quality baby and home products without toxic chemicals.

"I felt like corporations were making these very important decisions about what goes in my home," Alba says.

With more than 35 products for the home, the Honest Company operates under an e-commerce subscription model that offers different packages or "bundles." The diapers bundle, for example, provides diapers and wipes at your doorstep for $20 per week. The family essentials bundle lets you choose from a selection of household items including a Fruit and Veggie Wash and multi-purpose Oxy Boost Pods.

"What's great about having an e-commerce business is we have a real dialogue," Alba says. "Whatever you tell us you want, we listen."

With her jam-packed public life, how much is Alba actually involved in when it comes to the day-to-day business?

"When you start a company you do everything," she says. And that's no exaggeration. Alba gets down to the nitty gritty work of her startup, from answering the phones to picking out the bubble wrap for biodegradable packaging.

Jesse Draper is creator and host of The Valley Girl Show, through which she's become a spokesperson for startups and helped pioneer the way of new media content distribution. Formerly a Nickelodeon star, Draper is now CEO of Valley Girl, where she oversees the show and runs technology blog Lalawag.com.

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