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Jessica Alba Keeps It 'Honest' With Eco-Friendly Products
Alicia Rancilio | January 18, 2012

Actress Jessica Alba poses for a portrait Tuesday, in New York to promote Honest.com, a new e-commerce eco friendly and non-toxic baby product company. (AP Photo/Carlo Allegri) Actress Jessica Alba poses for a portrait Tuesday, in New York to promote Honest.com, a new e-commerce eco friendly and non-toxic baby product company. (AP Photo/Carlo Allegri)
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New York. Jessica Alba has another new baby.

She's launched an e-commerce company at Honest.com (named after her 3-year-old daughter Honor) to sell eco-friendly and toxic free family products for a monthly subscription.

Alba, who welcomed her second daughter last summer, said Tuesday the idea was born after she learned that toxic chemicals are in widely used, everyday products. The 30-year-old actress said the venture is "hands down" more nerve-racking than the opening of a new movie but also more gratifying.

Honest.com offers subscription packages for products including diapers, shampoo and laundry detergent. Alba has plans to expand the line based on customer feedback.

Associated Press