Enterprising mum Jessica Alba has co-founded a new website aimed at letting parents know what ingredients and chemicals are used in baby food, diapers and accessories.
The actress has teamed up The Honest Company's Brian Lee to create Honest.com, which launches on Tuesday (17Jan12).
Alba took her research to Lee after discovering the baby products she bought were packed full of chemicals. She became so concerned about what she was using on her children, she started importing items from countries with stricter consumer protection laws than were prevalent in the U.S.
Her new site will offer parents advice and information about how to avoid potentially harmful products.