Jessica Alba's The Honest Company Raises $27 Million for Non-Toxic Baby Products

By Erin Griffith , written on March 23, 2012

From The News Desk

Jessica Alba wants her kids to wear and use the safest, most eco-friendly, made-in-the-USA stuff available.

Her startup The Honest Company is disrupting the world of baby products to make that possible.

Now she and co-founders Christopher Gavigan, Brian Lee, and Sean Kane have the support of Silicon Valley in their mission, PandoDaily has learned.

The Honest Company, based in Los Angeles, has locked down a $27 million Series A from General Catalyst, Lightspeed Venture Partners, and Institutional Venture Partners. Up until now, the company has been bootstrapped by its founders and friends and family.

When the Honest Company launched in January, we ran a very, very extensive introduction that I recommend. Details on the company's subscription model, comparisons to ShoeDazzle, and an analysis of the company's value proposition, market opportunity, and branding is all there.

All I can really add is that the company's funding will go toward brand innovation and, more importantly, the research and development of safe and eco-friendly products for kids, like diapers, wipes, and bath and skin care. The Honest Company also sells household cleaning products, such as laundry detergent, surface cleaners, and dish soap.

Oh, and the diapers have skulls and crossbones on them. Which is adorable, and, given their lack of toxicity, deeply ironic.