Conversation so far:
what did Jessica Alba do in 2010?
2010, Alba starred in five films.
What were those films?
She also played Joyce Lakeland, a prostitute in The Killer Inside Me, a film adaption of the book of the same name.
did she win any awards?
She won a Teen Choice for Choice Movie Actress: Horror/Thriller  and a Razzie Award for Worst Actress-nomination.
what did she do in 2012?
In January 2012, Alba and business partner Christopher Gavigan launched The Honest Company.

Question: what was the honest company?
Self-contained rewrite: What was the honest company?