Jessica Alba is not a scientist, nor has she played one on TV. But she is a mom, and she’s done a lot of research. “I read a book called Healthy Child Healthy World when I was seven-and-a-half months pregnant, and my eyes were opened to all of the toxic chemicals that are in everyday household and baby products,” Alba says. “So I went to the author of that book, Christopher Gavigan, and I hounded him for a year. I said, ‘I appreciate you’ve given me a handbook, but you haven’t given me a solution. Let’s make the solution.’ ” Together, they developed a baby-care and household-cleaner company eco-friendly enough to calm her nerves, with a flagship product that’s every new parent’s largest recurring purchase. “We felt like the disposable-diaper industry was the greatest area of opportunity for innovation,” Alba says.

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