Superstar supermom Jessica Alba is taking on a brand new gig, launching a company dedicated to scouting the best eco-friendly finds for budget-conscious families. Created for parents by parents, The Honest Company is committed to making safe, sustainable products more convenient, beautiful, and affordable through a monthly subscription service.

“I’ve spent way too many hours researching products and driving around trying to find safer, eco-friendly options for my kids,” exclaimed Jessica Alba, The Honest Company’s President and Founder. “I knew that most people didn’t have that kind of time, nor the means to pay the premium prices. We had to make it easier.” After tirelessly trying out products from all over the world, Alba and her fellow parent-partners decided to take matters into their own hands.

The Honest Company’s product line of diapers, wipes, bath, skin care, and household cleaning products are all made from totally natural, non-toxic ingredients and packaged using modern designs. The everyday essential items are curated into personalized bundles that are automatically shipped every month.

The Honest Company is also committed to giving back, with a portion of every dollar going to Baby2Baby, an organization that supplies families in need with baby gear.