Honest, Founded by Jessica Alba, Takes On Baby Products

The love affair between Los Angeles startups combining e-commerce and celebrity continues unbated today, as a new, Santa Monica-based startup headed by actress Jessica Alba--and backed by Brian Lee, the founder of LegalZoom and ShoeDazzle--unveiled itself to the world. The Honest Company says that it will provide eco-friendly products such as diapers, bath and skin products, and household cleaning products to subscribers via a monthly subscription, following the popular model pioneered by ShoeDazzle. Details of the business and its relationship to ShoeDazzle have not been revealed.