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Jessica Alba's sustainable venture raising $25 million

Friday, 17 Jan 2014 | 5:21 PM ET
Jessica Alba: Expanding Honest into offline retail
Friday, 17 Jan 2014 | 2:50 PM ET
The Honest Co. co-founders Jessica Alba and Brian Lee discuss their sustainable, nontoxic products and the problem of toxic household chemicals. CNBC's Julia Boorstin reports.

She may not be away from the camera forever, but actress Jessica Alba is busy these days with her second job selling baby wipes, stain remover and aromatic soy candles.

The Honest Co., which the "Fantastic Four" star co-founded with CEO Brian Lee in 2012, is now raising $25 million to develop new product lines and expand into brick-and-mortar stores.

Alba told "Street Signs" she started the company because she wanted to sell "the safest, healthiest products available" and wanted them "to be affordable and beautiful."

The Honest Co. offers a $400 crib, for example, that is made with sustainable wood and nontoxic paint, and that can be configured four ways. It is also a "one-for-one" offer—meaning the company will donate a crib for every one purchased.

Lee said the expansion includes moving from an online-only model to physical locations, because 90 percent of U.S. consumers do their shopping in stores.

Apart from the company, Alba keeps her money in securities and real estate.

"I am pretty safe and conservative, so I don't have a lot of risky investments," she said.

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