Carlo Allegri, Associated Press
Actress Jessica Alba poses for a portrait Tuesday, Jan. 17, 2012, in New York to promote, a new e-commerce eco friendly and non-toxic baby product company.

NEW YORK — Jessica Alba has another new baby.

She's launched an e-commerce company at (named after her 3-year-old daughter Honor) to sell eco-friendly and toxic free family products for a monthly subscription.

Alba, who welcomed her second daughter last summer, said Tuesday the idea was born after she learned that toxic chemicals are in widely used, everyday products. The 30-year-old actress said the venture is "hands down" more nerve-racking than the opening of a new movie but also more gratifying. offers subscription packages for products including diapers, shampoo and laundry detergent. Alba has plans to expand the line based on customer feedback.

Alicia Rancilio covers entertainment for The Associated Press. Follow her at