Jessica Alba in Gucci at the 2012 Golden Globes. Photography by Steve Granitz/WireImage/Getty Images.

When it comes to celeb moms—or celebs in general—Jessica Alba has never been on the top of our most-loved list. We couldn’t tell you why, she just seems a little… unexciting. But we might have to reevaluate our position on Ms. Alba, mom of Honor, 3, and newborn Haven, now that she’s added “entrepreneur” to her resume.

Alba is a co-founder of The Honest Company—a brand new company that creates, designs and delivers family- and earth-friendly baby products (including diapers, bath products and cleaning supplies) right to your door. Frustrated with the chemicals hiding in the baby products commonly available, she figured there had to be a better way to provide safe products for her kids, while also paying a reasonable price. The idea is interesting: customers pay monthly for a customized monthly bundle delivery of non-toxic, eco-friendly, effective and stylish baby products (their diapers are actually really cute—and the designs will change over the course of the year). And they claim their prices are better than conventional leading brands. US$36 per month will get you five cleaning or bath products per month. Just under US$80 per month will get you a month’s supply of wipes and diapers.

The bad news? They don’t deliver to Canada. The good news? They hope to in the future. Until The Honest Company makes its way to the Great White North, we’ll just watch from afar and wish them much success.

Would you try The Honest Company when/if it comes to Canada?