Thursday, September 13th, 2012

Jessica Alba (Selfs’ September ’12 cover girl) attended the SELF Magazine 5th Annual Women Doing Good Awards last night (Sept 12th, 2012) in NYC where she was honored for her work with the Honest Co.

Jessica wore Valentino dress, Casadei shoes, a Giuseppe Zanotti bag, and Hoorsenbaus jewels. Click on the previews above to view more photos.

Earlier in the day, Jessica recorded segments for Extra TV and NBC’s Today Show to promote The Honest Co. Click on the links below to view candids from the 12th.

September 12 – On the set of ‘Extra’ in New York
September 12 – Shopping in NYC
September 12 – Leaving the Trump Soho Hotel in NYC

Wednesday, September 12th, 2012

Jessica Alba and business partner Brian Lee introduced the Honest Co. to fellow technology entrepreneurs at the TechCrunch Disrupt SF 2012 held in San Francisco on Sept 8th, 2012. Here is how techcrunch.com is reporting it:

Kicking off the TechCrunch Disrupt SF 2012 sessions were The Honest Company co-founders, actress Jessica Alba and Brian Lee, also of ShoeDazzle, Teeology and LegalZoom. The two teamed up to launch Honest, an e-commerce startup offering a line of eco-friendly products for baby, family, and home. The company raised a $27 million Series A from General Catalyst, Lightspeed Venture Partners, and Institutional Venture Partners in March this year, and first experimented with the trendy subscription-based service model for selling products, later opening up to offer the ability to directly buy from the website.

Given that Honest isn’t really a “tech” startup — Lee described it as a “mission-based company” — it faces different sorts of challenges than some of the other startups in the industry. But one thing that’s not different from the rest? According to Alba, “it’s really, really, really hard” to do a startup.

It’s so hard,” Alba said, “you’re working day and night. It actually never stops. If you’re not so passionate and working day and night, it’s not going to happen.” But Alba, who started Honest with co-founder Christopher Gavigan, was passionate about the need for eco-friendly, non-toxic products after she became a mom herself. (Actually before: She had an allergic reaction to a product while pregnant, which prompted her initial interest). She first approached Lee about the idea in 2010, but it wasn’t until Lee’s wife was pregnant with their second child that the idea began to root with him. Her persistance paid off, Alba said, having spent three years being dismissed by others who laughed at the idea of an actress wanting to do a baby-products company.

Alba talked in detail about her life running a startup, as well as being an actress and mom. What does your typical day look like? It’s long, she said, speaking of rushing between meetings and trying to make it home by bath time. Her acting schedule varies, however, while being a parent is a full-time job. Running a company on the side, as she does, requires that you be passionate about what you’re doing — you have to believe in your mission. (This advice holds true even if you don’t describe your startup as a “mission-based” company.)

The two founders also spoke in broad terms about how they’re growing the company through the word-of-mouth of moms. Moms stick together, said Lee — the mommy bloggers, and Mommy & Me groups, for example. But the company has ambitions to grow beyond its “baby products” niche, as its products already appeal to those who have allergies and other special needs, or who just want products that are more environmentally safe. In the future, the company may expand into clothing and more household items, like paint. And it may also move into the retail space, so customers can touch and feel the products in real life. Actually, it already has.

As for the move away from the subscription-based model, as Lee’s other company ShoeDazzle, also did? Alba said it was a partially a technology decision, but they had also asked themselves whether there was really a desire for that from their customer base. Lee said he still believes in subscription commerce though, but it makes more sense for some items on the site than others, such as diapers and detergent. At the end of the day, it was about giving customers a choice.

 

Sunday, September 9th, 2012

You might have seen Jessica Alba kill a bad guy with a stiletto heel in the gory action flick Machete. You might also have spotted her on the cover of Maxim (twice). But fewer people probably caught her on C-SPAN lecturing Congress about the urgency of passing laws to regulate the chemicals in the products we buy. A staunch environmental advocate, the 31-year-old star recently launched the Honest Company, which makes nontoxic, ecofriendly baby gear. She took some time to answer our questions about her commitment to safe chemistry.

Q: Why did you go to D.C. to lobby for the Safe Chemicals Act last year?

A: Basically, it’s legislation that hasn’t been reformed in more than 30 years. It’s about regulating chemicals in everyday products. There are more than 80,000 chemicals in the U.S. marketplace right now — only five have been banned. In Europe, 1,100 are banned because they’re not safe for humans. When they’re creating and selling new chemicals, companies aren’t thinking about how they affect people’s health — it’s about their bottom line.

Q: You had asthma as a kid, right? Does that make you worry more about air pollution?

A: I grew up with asthma and allergies, among other health issues. That forced me from a very early age to look at my environment in a different way. I don’t take things at face value. I don’t automatically trust the conglomerates. I question processes, I question ingredients, I look for a better way. I always try to find a more natural and holistic approach before just slapping on a Band-Aid. Better to prevent something bad from happening in the first place.

Q: We assume that you’re the only woman who’s topped Maxim’s “Hot 100″ list and also testified before Congress about environmental legislation. How do you walk that balance?

A: [Laughs] I don’t know. I don’t even really think about it in those terms. The marketing I’ve done to promote TV and film has been wonderful because it’s given me a platform to be able to speak about things that are important to me.

Q: What’s the main message you try to deliver about the environment?

A: That there’s a cause and effect to every action you take. So all of your purchasing and consuming choices are going to affect the planet and the people around you in some way, be it positive or negative. Just being a thoughtful, conscientious consumer is the first step.

Q: Do you get overwhelmed thinking about how many chemicals kids are exposed to?

A: I felt overwhelmed as a parent at first. But now I know that there are steps we can take. You can really change the health of your environment by doing anything from buying fresh, organic food to choosing the paint and carpeting in your home. Just understanding the quality of those products and what the potential hazards are. I’ve taken steps to eliminate as much that’s hazardous as I could from my home. So I feel great about the environment now that I’ve been able to create for my family. I know it’s possible.

Q: What else do you do to go green in your personal life?

A: I spend time outdoors with my kids. I have a nontoxic turf lawn instead of grass so we don’t have to water it. We have all energy-efficient appliances in our house, and most of the materials that we used to build it — probably 70% of them — are upcycled. I bought them off Craigslist or at flea markets or vintage stores. With the rest, I made an effort to buy sustainable materials, bamboo flooring, recycled glass tiles, things like that.

Q: Are people surprised to see a Hollywood actress buying things from them off Craigslist? 

A: I don’t go and pick them up [laughs]. I don’t even think that’s safe for a girl by herself to go to a random address and go pick something up. No, I have a family member — a guy, obviously, my husband or someone — go and pick up a piece here and there.

Q: You’ve said that your favorite place in the outdoors is Franklin Canyon Park in Los Angeles. Why that spot?

A: I like any piece of nature in urban environments because it feels like you can get a break from the hustle and bustle of the city. You can just escape and quickly be surrounded by nature. One of my favorite places in New York is Central Park, for that same reason. In L.A., Topanga Canyon is another really great place, and so is Malibu Canyon.

Q: What made you want to start the Honest Company? 

A: Frankly, I needed a company like it. As a parent, I think there’s a lot of confusion in the marketplace around what’s eco, what isn’t, toxic chemicals and how they affect the health of your family. There’s just so much information out there that there needed to be one company that’s done all the research and finds the formulations that perform best.

Q: How does the Honest Company work?

A: It delivers nontoxic products straight to your door, everything from laundry detergent to bubble bath to diapers and wipes. We also have what we call an “essentials kit”: Out of 16 items, you get to choose five, and that’s what you get delivered every month. Ninety-nine percent of our products are made here in the U.S. Our diapers are really the best on the market — they’re made from plant-based materials, are completely nontoxic, and have the cutest designs. We really wanted to innovate the diapering space. It was important for me as a parent to make sure that everyone could get these products delivered straight to their door.

Q: Do you have Hollywood mom friends who’ve signed up to use the service?

A: Yeah, quite a few!

—interview by Orli Cote / SierraClub

Wednesday, August 1st, 2012


Jessica Alba was photographed leaving restaurant ‘Sushi Park’ last night (July 31) on sunset blvd in west Hollywood. Click on the previews above to view more photos.

Earlier in the day, Jess was spotted in Montebello where checked out a new site for the ever expanding Honest Co. Check out the pics below.

 
Saturday, July 28th, 2012

Check out this video of Jessica Alba on Fox & Friends yesterday morning (July 27) to discuss the Safe Chemicals Act and all things Honest.

Thursday, July 26th, 2012
Filed under: Multimedia, TV Alerts

Jessica Alba stopped by The View to discuss The Honest CO, family life, social media and more. A shame that it’s only 6+ minutes long. Full episode is available online (for US residense only).

Friday, June 29th, 2012

Jessica Alba was photographed outside the Honest Co. office building in Santa Monica on Tuesday and Wednesday (June 26th & 27th). Click on the links below to view more photos.

June 26At her office in Santa Monica
June 27 - At her office in Santa Monica

Saturday, June 23rd, 2012
Filed under: Candids, Gallery Updates

Jessica was photographed leaving her office  yesterday (June 22, 2012) in Santa Monica.  ‘Working @Honest today – wonder if I’ll get special treatment for my ouch ankle…. probably not ‘ she shared on Facebook. Click on the previews above to view more photos.

Jessica Alba attended the 2012 PLUSH event in Los Angles on Sunday June 11th, 2012 to talk/promote the Honest Co . At the one-day event for parents “to experience all the best luxurious, innovative and eco-friendly baby products and services in one place. Click on the previews above to view more photos.

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