Lady LUX

Jessica Alba is using both her star power and experience as a mother to help protect children from toxins. Alba created the e-retailer The Honest Company to produce a brand of natural baby products and diapers that are healthier.

Reported by Mashable.com, Alba’s startup company has raised over 27 million dollars in funding. General Catalyst Partners, Lightspeed Venture Partners and Institutional Venture Partners have contributed to help develop new products and grow the e-commerce site.

Alba runs The Honest Company with Christopher Gavigan, the former CEO of the nonprofit Healthy Child Healthy World. Honest.com wants parents to stop using products with toxic chemicals that can be harmful to their children.

The Honest website claims, “Only a few hundred of the more than 80,000 chemicals registered for use in U.S. products have been adequately tested for safety.” The site sells various soaps, diapers, household cleaners and other must-haves for new parents. The site provides monthly subscriptions of the natural products and family essentials.

“The overwhelmingly positive response we have received since our recent launch has shown us we need to continue dedicating time and resources to further develop our Honest brand and community,” Alba said in a press release. “The new funding confirms our positioning and acknowledges the big need for a brand and service to deliver pure, healthy products that are delightful, effective and beautiful.”

Honest.com contributors have also funded other successful retail spaces like ShoeDazzle, LivingSocial, Twitter and Netflix.

Tagged in: e-commerce, funding, 27 million, baby products, the honest company, honest.com, startup, jessica alba, non-toxic,