Jessica Alba, Christopher Gavigan, Brian Lee and Sean Kane have launched The Honest Company, an eco-friendly line of family essentials offered through a monthly subscription service atHonest.com. Created for parents by parents, The Honest Company founders say they are committed to making safe, sustainable products more convenient, beautiful and affordable.

“I’ve spent way too many hours researching products and driving around trying to find safer, eco-friendly options for my kids,” exclaims president and founder Jessica Alba. “I knew that most people didn’t have that kind of time, nor the means to pay the premium prices. Wehadto make it easier.”

After tirelessly trying out products from all over the world, Hollywood mom Jessica Alba, renowned environmentalist, author, and former Healthy Child Healthy World CEO dad Christopher Gavigan, along with business partnersShoeDazzle.comfounder Brian Lee andPriceGrabber.comexecutive Sean Kane, decided to take matters into their own hands. “We were all frustrated trying to find products for our own families that were not only safe, but that actually worked,” said Gavigan, founder and Chief Product Officer. “I have been hearing similar complaints from parents for the past ten years of my career, so we decided to try to put an end to it – to create some healthy, innovative solutions.”

They surveyed moms around the country to find out what essential products all families universally need, and launching with a focused product line of diapers, wipes, bath/skin care, and household cleaning products all made from totally natural, non-toxic ingredients and packaged using modern designs.

The products are curated into personalized bundles that are automatically shipped every month, and parents can try a FREE Discovery Kit, that includes a sample pack of diapers and wipes, or trial-sized versions of the bath, skin and cleaning products. It’s an easy process, and members atHonest.comcan purchase a monthly supply of non-toxic stylish diapers competitively priced at less than $20 a week, and can also choose a monthly supply of the body care and home cleaning essentials for under $9 a week.

“Parents have so many other issues to worry about beyond shopping for daily essentials,” says Brian Lee, founder and chairman of The Honest Company. “With our easy monthly service, before the thought can cross their mind, a package of amazing family products is delivered to their doorstep.”