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Jessica AlbaBy Hannah Brooks Olsen for  

In the era of pink slime and unregulated BPA in everything, it’s not super-easy to avoid chemicals and toxins in the stuff that we buy in stores–especially when it comes to baby products.

And while most of us just try to do the best we can to be eco-friendly by compulsively reading labels, some people (read: celebrities) have the means to do something about it…like Jessica Alba, who recently started The Honest Company, a non-toxic, natural line of diapers, baby gear, and cleaning supplies.

Still relatively new, the company is using the combined star-power of both Alba and co-founder Christopher Gavigan, who is an author, parent, and eco-friendly guy himself, and who happens to be married to actor Jessica Capshaw, of Grey’s Anatomy fame. But it’s more than just a sham company being repped by a few famous people–it’s a reaction to the fact that consumers feel like they can’t trust what’s on the shelves (because, often, they can’t). But why would a busy working actor and parent take on something as arduous as starting a company? Because, Alba says, it was just that important.

“We had to make it easier for parents to buy safe products for their families,” Alba says on their site.

I was interested in the idea of the company–a lot of people (myself included) complain about poor labeling and unsafe products, but rarely do anything like, say, start a business–and why non-toxic, “clean” products are so important (and in demand), so I reached out to The Honest Company for some more information. Co-founder Gavigan was kind enough to answer some of my questions about the company, and about why going eco-friendly is so important, particularly for parents.

Here’s what he had to say…

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