Jessica Alba's "Aha!" Moments

“I’m so sorry!” Jessica Alba is late—and looks frazzled. “My washing machine exploded and my three-year-old fell down the stairs wearing my high heels. We had to have a chat about why we don’t wear heels on the stairs.”

It’s a sun-soaked Santa Monica day at the offices of the Honest Company (honest.com), Jessica’s latest project: a nostalgic monthly diaper and babywipe delivery service that’s anything but old-school. The plant-based disposable diapers and other products contain no toxic chemicals whatsoever—and they’re cute with a capital C! The former Dark Angel and star of both Fantastic Four and Spy Kids reaches across the table and grabs some diaper designs to show me. There are funky skulls for baby boys and ice cream cones for little girls. “I don’t know why people think natural products have to be ugly,” she says. If you’ve ever run out of diapers (“It’s the worst moment ever, especially when it’s late at night,” says Jessica), you’ll love her new website. Just log on, shop, and poof! A box of adorable baby goods shows up on your doorstep a few days later.