The Honest Company’s origins are now tech-world legend. When Alba was pregnant with her first daughter, Honor, now seven—husband and father is Cash Warren, a Yale graduate and a producer and tech investor—her friends threw a baby shower and she received a closetful of new baby clothes. When she washed her unborn baby’s onesies with a detergent her mother had recommended and broke out in hives, she was hysterical. “I was thinking, what if my baby has a reaction and I don’t know? What if her throat is closing? I had all this fear and anxiety because I was always so sick as a child.” That night she Googled every ingredient and discovered that some toxins can be labeled as “fragrance.” Her mission was clear: “I wanted safe and effective consumer products that were beautifully designed, accessibly priced, and easy to get.” Great idea, but how to implement it? ... In 2012, the company’s first year, sales reached $10 million. It launched with only 17 products, in the diapers-and-wipes category, all of which were delivered to subscribers’ homes on a monthly basis, or à la carte.