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The CEO of Jessica Alba’s Honest Company Has a New Startup on the Side

The startup is working on a shopping app that will sell the type of stuff found in dollar stores.

The Honest Co.

Brian Lee has started three companies, and he’s still running one of them, Honest Company, as CEO. That hasn’t stopped him from helping to start a fourth.

The serial entrepreneur has helped raise around $5 million for a new shopping app that multiple sources describe as a digital incarnation of a dollar store. The startup has been going by the name of Hollar, though it’s not clear if that will be its name at launch. A trademark filing refers to the company as an “online retail services” company that will sell everything from party supplies to toys to snacks.

The CEO and co-founder is David Yeom, a former VP at Honest.

While Lee co-developed the idea for Hollar, according to Yeom, and is an investor and board member, he won’t have the title of co-founder. He also won’t be involved in the day-to-day operations and will remain as CEO of Honest Company, the diaper and bath and beauty products company he started with actress Jessica Alba.

Honest Company recently raised $100 million that valued it at $1.7 billion, according to the Wall Street Journal, and is said to be prepping for an eventual IPO. It began by selling non-toxic, eco-friendly diapers and baby wipes and has since expanded into baby formula, soaps, shampoos and sunscreens as well.

Prior to Honest, Lee founded LegalZoom and later ShoeDazzle, a subscription shoe-selling site that grew quickly before fading and being acquired by competitor JustFab.

Correction: An earlier version of this story incorrectly referred to Lee as a co-founder of Hollar. While Lee co-developed the idea for Hollar, he is not taking the title of co-founder, he told Re/code after publication. The story has been updated throughout to make this clear.

This article originally appeared on Recode.net.