ColumnThere may be no greater consumer concern than what products we use on our children—particularly when they’re brand new. But trusting brands can be a challenge. They all seem to tell us they’re the best; that they completely understand us, honestly. Do they? This month, Behind the Label takes a look at Jessica Alba’s The Honest Company products for babies and children. How safe and healthy are they?

Actress and mom Jessica Alba launched the Honest Company in 2012 after starting a family. “When I became a mom, I finally became the person I am, that I always should have been,” she says on the company’s website. “It’s the most satisfying job in the world. But, it can also be overwhelming and confusing. I created The Honest Company to help moms and to give all children a better, safer start.” The Honest Company sells a wide range of baby products from toys and diapers to sunscreen and toothpaste all geared for children throughout the stages of young lives.

Alba partnered with Christopher Gavigan to create The Honest Company. Gavigan is a father of three and the former CEO of Healthy Child Healthy World, a national nonprofit empowering parents to protect their children from toxic risks. He’s also a best-selling author promoting healthy families. “Everything I stand for and all I’ve done over the last 15 years has come to this moment,” he says of The Honest Company. “I’m thrilled to launch a brand that offers some of the most thoughtfully designed, innovative, and safest products available.”

The Good

According to the company’s website, The Honest Company aims to make a positive impact for families and the planet. There are strict standards including creating a culture of honesty, creating inspiring and beautiful products that outperform and “exceed expectations.” The brand values its “incredible” customer service that it believes can build “a deeper level of trust.” It prides itself on “accessibility”—membership programs and direct delivery of products right to customers’ doors to make choosing healthy options easier. And for families, the ease of knowing more products are always coming can be a relief from the stresses of shopping.

The Honest Company’s detailed Health & Sustainability Standards outline values when it comes to making “an amazing product without harming people or the planet.” The company explains that it feels a “tremendous responsibility” to the planet and takes steps to create new solutions, reduce impact, cause no unnecessary harm, and make products that are “as non-toxic and healthy as possible.”

Social giving is a core principle for The Honest Company as well. “We are committed to both individual and corporate social responsibility – taking selfless actions that benefit others,” the website states. “This includes charitable partnerships, working with advocates on promoting policy changes that better protect our children and planet, and supporting the efforts of our employees with paid community service days and direct matches of non-profit donations.” Jessica Alba’s profile says she is “actively involved with charities such as Safer Chemicals Healthy Families, ONE, Habitat for Humanity, Project HOME and more.”

The Honest products, namely diapers, are better for the environment than conventional options because they’re not bleached with chlorine, which is energy intensive and damaging to the environment, not to mention those delicate baby bottoms. Honest says its diapers are also hypoallergenic and fragrance-free, which can be especially important for a super sensitive child.

Products like the Honest shampoo/body wash for little ones are promoted as being tear-free. Like all of the Honest personal care products, this is plant-based, hypoallergenic, biodegradable and gentle-on-the-skin. The website states the shampoo/body wash is free of: “SLS, sulfates, parabens, phthalates, fragrances, dyes, sodium chloride, formaldehyde, MEA, DEA, TEA, petrochemicals & most common allergens.”

The Bad

Ultimately, what it comes down to is whether or not the products are really safe for babies. Some of the personal care products do contain sodium benzoate, which in combination with other ingredients, has been connected to cancer risks.

The Honest Company’s toothpaste came under fire by the Cornucopia Institute for use of carrageenan—a known carcinogen. Cornucopia explains on its website, “There is simply no way around it: dozens of scientific, peer-reviewed studies used food-grade carrageenan and found it caused gastrointestinal inflammation, ulcerations, lesions and even colon cancer in laboratory animals.”

The brand also uses cocamidopropyl betaine, which the Environmental Working Group gives a “moderate” risk rating. It’s a synthetic surfactant that’s been associated with irritation and contact dermatitis, EWG’s website notes. Probably not something you want on delicate baby skin. Some products also contain phenoxyethanol, a preservative that also gets near moderate risk rating from the EWG for skin, eye and lung irritation and potential damage to non-reproductive organs.

The popular Honest diapers are a source of controversy, too. While they may be much cleaner and greener than the conventional counterparts like Pampers, they do still contain sodium polyacrylate, a gelling agent that the EWG lists as a low to moderate risk to non-reproductive organs. Some parents report cases of chemical burns on babies who’ve worn disposable diapers because of the sodium polyacrylate in them. It’s so common in diapers (even the natural kind) that the only real way to avoid it is by using cloth diapers.

The Questionable

While the brand says social giving is a core principle, there’s little info on the website to support its efforts. The “Giving Back” tab is surprisingly slim on content, but states “with every product you purchase, The Honest Company donates product, money, time, and effort to addressing critical health & social issues affecting children and families.” With such a statement, you’d think there would be ample examples of social efforts; but no donations or charities are mentioned. (We did find a blog entry on the site from March 3^rd detailing a partnership with the Garden School Foundation.)

And further questions about the company’s character surfaced after The Honest Toddler blog was reportedly threatened by The Honest Company, urging the account to change its name and delete its Twitter and Facebook page because of trademark infringement on the “honest” label. The Honest Toddler reported on its Facebook page: “Last year Jessica Alba’s The Honest Company interviewed me. Today they asked me to delete this Facebook page, my Twitter and blog because they feel like you might get a natural infant’s products company and satirical toddler confused. They say I should just do it because “it could get costly” for me.”

Trademarks are tricky things, and while The Honest Company may be fully within their legal right to pressure the blog about the conflict, it really does seem trite to try and monopolize the market on honest-child-related names. (And as of press time, The Honest Toddler Facebook page was thriving and promoting a book release…)

As to the investment of Honest diapers, the touchstone product of the brand, Slate reports that despite not being as effective at preventing leaks as other diapers (BabyGearLab reportedly tested them), they’re considerably more costly: “[A] bundle of 276 of their size 1 diapers and 280 wipes costs $79.95, but $66.98 will buy you the same number of Huggies size 1 diapers, along with 448 Huggies wipes, on Diapers.com.” If what you’re paying for instead of quality is honesty, hopefully you’re satisfied that the company is forthright.

The honest truth about The Honest Company is that while some products may be cleaner or more effective than others on the market, some aren’t. If you like the subscription model for diapers, it could be an effective choice for your family’s needs. If, however, you prefer purer products at different price points, you may be best served to consider more options.

Is there a brand you’d like us to investigate? Send your Behind the Label suggestions to jill [at] ecosalon [dot] com.

Find Jill on Twitter @jillettinger

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Images: (top) shingleback, all others via The Honest Company

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InterviewJessica Alba wants to make sure that we regulate chemicals and protect our children.

You might have seen Jessica Alba kill a bad guy with a stiletto heel in the gory action flick Machete. You might also have spotted her on the cover of Maxim (twice). But fewer people probably caught her on C-SPAN lecturing Congress about the urgency of passing laws to regulate the chemicals in the products we buy. A staunch environmental advocate, the 31-year-old star recently launched the Honest Company, which makes nontoxic, ecofriendly baby gear. She took some time to answer our questions about her commitment to safe chemistry.

Q: Why did you go to D.C. to lobby for the Safe Chemicals Act last year?

A: Basically, it’s legislation that hasn’t been reformed in more than 30 years. It’s about regulating chemicals in everyday products. There are more than 80,000 chemicals in the U.S. marketplace right now — only five have been banned. In Europe, 1,100 are banned because they’re not safe for humans. When they’re creating and selling new chemicals, companies aren’t thinking about how they affect people’s health — it’s about their bottom line.

Q: You had asthma as a kid, right? Does that make you worry more about air pollution?

A: I grew up with asthma and allergies, among other health issues. That forced me from a very early age to look at my environment in a different way. I don’t take things at face value. I don’t automatically trust the conglomerates. I question processes, I question ingredients, I look for a better way. I always try to find a more natural and holistic approach before just slapping on a Band-Aid. Better to prevent something bad from happening in the first place.

Q: We assume that you’re the only woman who’s topped Maxim’s “Hot 100” list and also testified before Congress about environmental legislation. How do you walk that balance?

A: [Laughs] I don’t know. I don’t even really think about it in those terms. The marketing I’ve done to promote TV and film has been wonderful because it’s given me a platform to be able to speak about things that are important to me.Q: What’s the main message you try to deliver about the environment?

A: That there’s a cause and effect to every action you take. So all of your purchasing and consuming choices are going to affect the planet and the people around you in some way, be it positive or negative. Just being a thoughtful, conscientious consumer is the first step.

Q: Do you get overwhelmed thinking about how many chemicals kids are exposed to?

A: I felt overwhelmed as a parent at first. But now I know that there are steps we can take. You can really change the health of your environment by doing anything from buying fresh, organic food to choosing the paint and carpeting in your home. Just understanding the quality of those products and what the potential hazards are. I’ve taken steps to eliminate as much that’s hazardous as I could from my home. So I feel great about the environment now that I’ve been able to create for my family. I know it’s possible.

Q: What else do you do to go green in your personal life?

A: I spend time outdoors with my kids. I have a nontoxic turf lawn instead of grass so we don’t have to water it. We have all energy-efficient appliances in our house, and most of the materials that we used to build it — probably 70% of them — are upcycled. I bought them off Craigslist or at flea markets or vintage stores. With the rest, I made an effort to buy sustainable materials, bamboo flooring, recycled glass tiles, things like that.

Q: Are people surprised to see a Hollywood actress buying things from them off Craigslist? 

A: I don’t go and pick them up [laughs]. I don’t even think that’s safe for a girl by herself to go to a random address and go pick something up. No, I have a family member — a guy, obviously, my husband or someone — go and pick up a piece here and there.

Q: You’ve said that your favorite place in the outdoors is Franklin Canyon Park in Los Angeles. Why that spot?

A: I like any piece of nature in urban environments because it feels like you can get a break from the hustle and bustle of the city. You can just escape and quickly be surrounded by nature. One of my favorite places in New York is Central Park, for that same reason. In L.A., Topanga Canyon is another really great place, and so is Malibu Canyon.

Q: What made you want to start the Honest Company? 

A: Frankly, I needed a company like it. As a parent, I think there’s a lot of confusion in the marketplace around what’s eco, what isn’t, toxic chemicals and how they affect the health of your family. There’s just so much information out there that there needed to be one company that’s done all the research and finds the formulations that perform best.

Q: How does the Honest Company work?

A: It delivers nontoxic products straight to your door, everything from laundry detergent to bubble bath to diapers and wipes. We also have what we call an “essentials kit”: Out of 16 items, you get to choose five, and that’s what you get delivered every month. Ninety-nine percent of our products are made here in the U.S. Our diapers are really the best on the market — they’re made from plant-based materials, are completely nontoxic, and have the cutest designs. We really wanted to innovate the diapering space. It was important for me as a parent to make sure that everyone could get these products delivered straight to their door.

Q: Do you have Hollywood mom friends who’ve signed up to use the service?

A: Yeah, quite a few!

—interview by Orli Cotel / photo courtesy of the Honest Company

This post originally appeared in Sierra magazine.

Sierra is the magazine of the Sierra Club. Our motto: Explore, Enjoy, and Protect the Planet. Follow Sierra magazine on Twitter.

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Because it’s refreshing to see celebrities try out a little eco sometimes.

Actress Jessica Alba was recently spotted enjoying a day of family fun with her husband, Cash Warren, and three-year-old daughter, Honor, at the L.A. County Fair in Pomona. She looked casually cool in slouchy capris, a loose top with shoulder cut-outs and flats. Out favorite part, however, is her necklace from the Futurelore collection from Kyler by Joy O and boosts some serious eco-cred. The pieces in Kyler’s funky geometric collection are all made from upcycled scrap steel and recycled precious metals and created to stand the test of time and trends. Designed by Joy Opfer, the Anode Collar Necklace, as Alba’s piece is called, is made from two recycled steel intaglio pendants and will set you back about $98.

Now, if she could only ditch that bottled water…

Images courtesy of Kyler by Joy O.

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Kyler by Joy O’s modern designs are made from upcycled steel and precious metals.

With the current spring/summer season proving to be a veritable 70’s redux, those of us enamored with that decade should be in fashion heaven. Think flared pants, platform shoes and slinky, draped silhouettes, versions of a Film-Noir/femme-fatale meets Charlie’s-Angel-dancing-the-night-away-in-Studio-54 look.

And yet, this fever for all things vintage-inspired leaves me feeling a little restless. Call it a fashion tipping point, like the craze for Sex And The City’s Carrie-style fabulous shoes a few years back. It’s just no fun if everyone else is doing it. It makes me want to announce, in a zany John Cleese voice,  “And now for something completely different…”

Thus I was recently delighted to discover a lone note of modernistic design in the new Futurelore jewelry collection from Kyler Design. The striking pieces made from upcycled scrap steel and recycled precious metals are created to stand the test of time and trends and have caught the eye of conscious celebrities such as Cameron Diaz and Jessica Alba.

Designed by Joy Opfer, who describes the inspiration for her Futurelore collection as a “Fascination with the arc of human expression in objects and mark-making, from primitive petroglyphs and stone-age tools, meshed with the scientific and technologic elements of the future,” her hand-drawn tribal designs may prove the antidote to everyone who thinks that the latest 70’s revisit is all too much. I caught up with Opfer recently. Here’s what she had to say:

The designs are really out of this world. Can you tell us more about what inspired this collection?

It’s an optimistic collection that is one in a cycle of other eras when designers looked to the past and future at once, like art deco and primitive modern design from the 20’s-30’s. Nothing is really new, as everything comes full circle. Each piece is inspired by the combination of a primitive item – arrowhead, shield, feather, totem pole – mixed with the hard edges and technology details like circuit boards and science fiction objects like transponders, rayguns and lasers. I like to think they’re magical objects created by the fusion of caveman with spaceman or primitive belief combined with future technology, and I wonder, is that where we are now?

It definitely seems to have struck a nerve. The collection has been live on the site only two weeks, and with no promotion at all, nearly every order has contained a Futurelore piece!

Tell us about your decision to keep your production local.

I had no trouble finding a U.S. supplier to work with. All my suppliers are U.S. based and yes, it costs more, but my customer sees the value. I think she would rather have fewer quality items than 20 things from Forever 21. I love being based on the West Coast. There are so many stores to work with that have an interest in and have developed a customer base that cares about sustainability, especially in San Francisco. The cause is gaining traction with celebrities which helps. The West Coast has much to offer on that score as well.

How do you enjoy fashion beyond an act of consumption?

With so much media at our fingertips and so many inspirations filtering through our minds, I think that looking at and interacting with fashion blogs or styling sites like Polyvore have made it much easier for me to not have real “things,” but to be able to express my thoughts and crazy ideas without the pressure to purchase or even to have the perfect body to wear the items. I think it’s a huge bonus to come up with styling before purchase rather than after!

Can sustainable fashion transform and inspire change?

My customer is a modern, conscious woman who cares as much about her planet as her closet. She counts on her jewelry to take her look from day to night, and work to weekend. She’s aware she votes with her wallet. I hope my quality classic designs help her to get “dressed,” and by that I mean confident, expressive and fully present, conveying her inner self and values to the outside world.

Joy Opfer’s FutureLore collection is available at store’s nationwide and at www.kylerdesigns.com.

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Happen to catch Ellen DeGeneres on one of her Earth Day shows wearing this LIV GRN organic cotton tee? How about actors like Jessica Alba, Jessica Simpson and Balthazar Getty strolling the streets of L.A. clad in their green messaging?

LIV GRN is the brainchild of music industry pro Larry Frazen (he managed No Doubt and Paula Abdul, amongst others), fashion PR and marketing specialist Sydney Holland (who put Isabella Fiore, Hugo Boss and the internationally acclaimed, Los Angeles-based store Kitson on the map), and TV host Maria Menounos, of “Access Hollywood,” “The Today Show” and host of “Hollywood Green” on Planet Green.

Menounos says at the LIV GRN site: “After working on Hollywood Green, I began to learn much more about the environment and the little changes all of us can make in our day-to-day lives that will make a difference. I started looking for organic clothing, not just for my show but for myself and found very few appealing options. When I met the folks at LIV GRN I immediately gravitated to their vision and passion for a hip and cool eco-line that is made of 100% organic material and that also makes donations to Global Green. I am thrilled to be a part of a great brand and a great cause.”

The line takes the literal message imprinted on every piece as a simple call to action. The LIV GRN ladybug logo, integral to every design, is a reminder of how fragile our ecosystem is and how much it needs our care.

LIV GRN also donates 10% of all profits to Global Green.

You can follow them on Facebook and Twitter, or hop over to their site for more details.

Now, when it comes to you, all you have to do is wear this t-shirt to spread the green love a little further. Want it? Leave a comment below, eco do-weller, and see what happens.

(For complete giveaway guidelines click here. All offers are FTC compliant.)

Good Luck!

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