As a new mom, Alba obsessed over what was in baby products. Her research found that large multinational packaged good companies were creating diapers, wipes and cleaning products with dozens of new chemicals in them every few months. Alba– like a lot of parents– was concerned about the long-time affect of those chemicals on her kids. Alba didn’t want her kids to be the test case. She was spending a good deal of time and even more money researching and importing baby goods from countries with stricter consumer protection laws. She wanted to create a company that could offer these kids of pure baby products to parents everywhere– even parents who don’t have movie star salaries.

The Honest Company launched today which manufactures and sells more than a dozen non-toxic, chemical-free baby products, from diapers and wipes to shampoos and detergents. The Honest Company controls the entire product lifecycle from design to manufacturing and distribution with most of the goods made in the USA.

Not only are the baby products safe and eco-friendly, they’re stylish. Alba wasn’t just annoyed at the chemicals in baby products, she was annoyed that they all have the same lame designs. Elmo is about as hip as diapers get. “That’s just not cool,” Lee says.

Moms in their 20s and 30s grew up with MTV and listening to hip-hop and no one is speaking to them. Nobody! Seventh Generation is the best eco-brand out there, and their diapers are just brown. There’s nothing exciting about them. This is really about redefining the family brand.

Honest Company’s designs have things like lollipops and ice-cream on diapers for girls and little skulls-and-crossbones on diapers for boys. (#want.) Designs will vary every month, with a special Valentine’s Day theme for February and a St. Patty’s Day one for March.

Another bonus, the Honest Company offers subscription plans. For $35.99 a month, you get to pick five products– think things like detergents, shampoo and baby sunscreen. For just under $80 a month you get a month’s supply of diapers and wipes.

Check it out HERE