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.

Jessica Alba and a friend were spotted picking up a little Mexican take-out food in Santa Monica on Monday, Aug 21st.

According to the papz, Jessica Alba had a busy day in the office. She arrived at 12:02pm and left at 7:14 pm. She left thanking all the people that work with her and was in a good mood. Click on the previews above to view more photos.

Two months after shooting the covershoot (see pics here) with photographer Ben Watts, Jessica’s Self cover along with interview excerpts and outtakes have been released.

This Marks Alba’s third cover for the magazine (previously July, 2005 & February, 2010). Check out the interview and outtakes below, and scans to follow ones it becomes available in the UK.

On Landing the cover: “It’s an honor to be asked to be a part of SELF magazine. I really love what SELF stands for and what it does for women and women’s confidence. I loved the clothes at the shoot—I thought they were really fun and colorful.”

Her Cause: Alba’s company, Honest, makes and sells eco-friendy baby, bath, body and household products. A portion of proceeds goes to children and families in need via Baby2Baby.

How you can help: Call your senator to support the Safe Chemicals Act, which would require testing of chemicals in household products. Or visit Honest.com for info on Baby2Baby, her company’s nonprofit partner.

The Spark: “I found my daughter Honor sitting in her crib, eating these tiny beads from the inside of her diaper. They were all over her face. It was a moment of terror.”

The Harsh Reality: “Thankfully, Honor was OK, but it was so crazy, and I felt guilty afterward. I worried that I’d poisoned my daughter—and these were eco-diapers! I found ones that seemed safer, but they leaked, so I had to use two at once, and they were already so expensive. The more research I did, the more irritated I got. Most parents don’t have time to do all this research—they need a company with products they can trust. I wanted to create that.”

The Hope: “If you have toxic chemicals in your dish soap, laundry detergent, lotion, mattress and food, they get into your system and add up. It’s cumulative. My philosophy is that if we can try to eliminate all those little bits along the way, everyone will have a better shot. I want people to know that they have the power to make different choices for themselves and for their family. That could save lives.”

The Advantage: “I can’t think of a better way to spend my work life than on a movie set. But with people following me when I go out and everyone wanting me to endorse things, I thought, I can either go into a cave and hide or use my access to influence something I’m passionate about. So I turned the attention into a positive by offering safe, nontoxic, affordable but high-quality products for families, all from one place.”

The Passion: “It took me 3 1/2 years to launch The Honest Company. When things didn’t go smoothly, I’d get really upset. I worried that I was wasting so much time and money! But my husband, Cash, would tell me, ‘You didn’t waste anything. Look how much you’ve learned.’ His perspective kept me going.”

Jessica Alba was pictured on the set of a Beverly Hills photoshoot yesterday (August 01, 2012) – effortlessly smouldering into the camera for an upcoming magazine spread. Click on the previews above to view more photos.

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.

 

Jessica Alba and her two daughters were photographed enjoying the day at Central Park Zoo in New York City on Friday afternoon (July 27). Click on the previews above to view more photos.

Jessica Alba attended a luncheon to celebrate designer and friend Narciso Rodriguez’s shoe collection hosted by Barney’s in New York City. Click on the previews above to view more photos.

FLATTERED, TRULY: Jessica Alba and Narciso Rodriguez stayed close to each other at the luncheon at Fred’s hosted by Barneys New York on Thursday afternoon to celebrate the designer’s shoe collection, greeting guests together and sitting side by side for the three-course meal.

“Well, it’s an exciting moment for the company, to have our bags and our shoes happening, and here at Barneys. They’re really true to our vision — simple, modern, flattering, comfortable.…It’s been so much fun. We’ve had our muses coming through and picking out things they like,” Rodriguez said, gesturing at Alba, who was wearing a dress, bag and shoes by the designer. “Oh, it’s so flattering. We’re old friends — how long have we known each other? Eight years, I think?” Alba asked Rodriguez, who shrugged.

Rodriguez’s designs have a dedicated following, largely due to their reputation for flattering the female form. “Oh, that’s such a compliment, to hear that my clothes are flattering, that women like them,” the designer grinned. “It’s easy with Jessica. Jessica makes me look good.”

The actress protested: “Oh, but I can really, really look broke-down sometimes.…Narciso makes a difference.” (Women’s Wears Daily).

July 26 – At the Hudson River Park in Manhattan
July 26 – Arrviving at her hotel in New York City

July 21 – Out in Hollywood
July 21 – Grocery shopping in Hollywood
July 22 – Out for breakfast  in West Hollywood
July 24 – Out for lunch in New York City
July 24 – Out in Soho, NYC
July 25 – Arriving at her hotel in New York City
July 25 – Heading to the ABC Studios in NYC
July 25 – Leaving her hotel in New York City

Jessica Alba and family flew to Italy for a short vacation ahead of THE GIFFONI FILM FESTIVAL (July14 – 24) were our favourite actress will receive the “Giffoni Award” and meet the young audience of the most important film event dedicated to Children and Youth in the world.

Click on the links below to view pics of Jessica and family poolside in Amalfi, Italy on July 10th & 11th.

July 10 – On vacation in Italy
July 11 – On vacation in Italy