Originally posted on TechCrunch:
Kicking off the TechCrunch Disrupt SF 2012 sessions were The Honest Company co-founders, actress Jessica Alba and Brian Lee, also of ShoeDazzle, Teeology and LegalZoom. The two teamed up to launch Honest, an e-commerce startup offering a line of eco-friendly products for baby, family, and home. The company raised a $27 million Series A from General Catalyst, Lightspeed Venture Partners, and Institutional Venture Partners in March this year, and first experimented with the trendy subscription-based service model for selling products, later opening up to offer the ability to directly buy from the website.
Given that Honest isn’t really a "tech" startup — Lee described it as a "mission-based company" — it faces different sorts of challenges than some of the other startups in the industry. But one thing that’s not different from the rest? According to Alba, "it’s really, really, really hard" to do a startup.
"It’s so hard," Alba said, "you’re…
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