The search for ideal children’s products started when I was pregnant with my first daughter. During that pregnancy, I read the book Healthy Child Healthy World: Creating a Cleaner, Greener, Safer Home by my co-founder Christopher Gavigan and learned about toxic chemicals in everyday products like baby shampoo, diapers, home furnishings and household cleaners. Of course, I was shocked and upset.  So, I spent hours researching products and trying to shop around the problem—even shopping in Europe, Canada, and Australia. I’d pay more money for the products in beige packaging only to get home and find out the natural diapers I just bought still had ingredients in them I was trying to avoid.  And the few products that were safer never seemed to work as well as I needed. It was beyond frustrating.

As a mom, I knew I had the responsibility to give the best to my daughters. I also knew I wasn’t the only mom that felt this way. Busy parents have enough to worry about; they don’t need to be consumed with the thought of toxins in everyday basics, and they don’t have the time (or a chemistry degree!) to research every single ingredient.  Modern moms want and need products that can tackle the dirty jobs, while still looking beautiful when displayed on the counter—all from one trusted source.

imageThat’s why I put my head together with Christopher Gavigan, Brian Lee, and Sean Kane.  We all shared the same concerns about creating safe and healthy homes for our children and knew there needed to be a brand that actually cared about people and the planet above profits. So, we created The Honest Company to redefine the family brand. All of our products from diapers to shampoo to laundry detergent are unquestionably safe, natural, and non-toxic so you can put your mind at ease when you use an Honest product at home.

The Honest Company and I are excited to partner with zulily and give children a better, safer start by delivering the best family essentials to your doorstep.

Have fun shopping!

Jessica Alba