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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