Jessica Alba's new eco-friendly family products website has been a ''labour of love''.
The 30-year-old actress - who has children Honor, three and eight-month-old Haven with husband Cash Warren - admits setting up The Honest Company has been a challenge but she is delighted with the results, and claims she even tests the products on her own kids.
Writing in her blog for ivillage.com, she said: ''It's been a labor of love that's taken over three years to develop, but I'm on cloud nine now that it's here. And I test everything on my own kids (it has to work!). Now I have a shampoo and conditioner that work on Honor's fine, curly hair. And I have adorable diapers for Haven (one of my favorite designs is the skull and crossbones) and they never leak. ''(Seriously, I used to have to double up other natural diapers to avoid overnight leaks.)
And I have cleaners that really get the job done (I even tested our all-purpose cleaner on our grill!) and they're all safe enough to use around my girls.(sic)''
In addition to making them environmentally friendly, Jessica admits looking good was also an important factor as she is a ''modern'' woman.
She added: ''I decided I wanted to make these products that were also more affordable and more aesthetically pleasing. What can I say - I'm a modern, colorful person and I like beautiful things!(sic)''