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The Honest Company Brings Baby Products By Subscription

If you've been a parent, you'd know the logistical nightmare of having to regularly going to the nearest Walmart or other similar super marts and haul back diapers, baby wipes and tons of other baby products for junior. And while there are sites like Diapers.com that caters to the myriad needs of bringing up baby, here's an interesting site for you parents - The Honest Company (www.honest.com) is an eco-friendly line of family essentials and baby-related products that is offered through a monthly subscription service, saving you those supply runs. The Honest Company was founded early this year by actress Jessica Alba, author of "Healthy Child Healthy World: Creating a Cleaner, Greener, Safer Home" Christopher Gavigan, PriceGrabber.com's Sean Kane as well as serial digital entrepreneur Brian Lee (LegalZoom and ShoeDazzle), and looks at bringing safe, sustainable yet affordable products targeted at young families. “I’ve spent way too many hours researching products and driving around trying to find safer, eco-friendly options for my kids,” shares Jessica Alba, president and co-founder of The Honest Company. “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.” “We were all frustrated trying to find products for our own families that were not only safe, but that actually worked,” adds Gavigan, the site's co-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.” The totally natural products - ranging from diapers, baby wipes, skincare and household cleaning products, for example - are carefully curated by the team into personalized sets that are automatically shipped every month (although the site recently opened to allow consumers to buy individual items directly without a subscription). A monthly supply of non-toxic stylish diapers is competitively priced at less than US$20 a week, while a monthly supply of body care and home cleaning essentials goes for under US$9 a week. “Parents have so many other issues to worry about beyond shopping for daily essentials,” says Brian Lee. “With our easy monthly service, before the thought can cross their mind, a package of amazing family products is delivered to their doorstep.” The company recently announced completed a US$27 million Series A financing round led by General Catalyst, Lightspeed Venture Partners and Institutional Venture Partners (IVP).

Daniel Goh is the founder and chief editor of Young | Upstarts, as well as an F&B entrepreneur. Daniel has a background in public relations, and is interested in issues in entrepreneurship, small business, marketing, public relations and the online space. He can be reached at daniel [at] youngupstarts [dot] com.

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