Jessica Alba Lands on Apple’s ‘Planet of the Apps’

Actress/entrepreneur Jessica Alba has signed on as a mentor and advisor for “Planet of the Apps,” the upcoming digital reality-competition series from Apple that will have app developers going head-to-head for a chance to win $10 million in funding. It is scheduled to debut next year.

Alba joins previously announced mentor/advisors Gwyneth Paltrow, and Gary Vaynerchuk. Alba will also serve as executive producer on the series alongside Paltrow,, and Ben Silverman (“The Biggest Loser”) and Howard T. Owens (“MasterChef Junior”) of Propagate Content, which is co-producing the series with Apple.

It was also announced today that Silicon Valley venture firm Lightspeed Venture Partners, the first institutional investor in Snapchat, has joined the series as the venture capital partner.

Best known for her roles in such films as “Fantastic Four,” “Sin City,” “Honey” and “Some Kind of Beautiful” and the TV series “Dark Angel” (2000–2002), Alba is also founder and chief creative officer of The Honest Company and Honest Beauty. Established in 2012, The Honest Company markets a wide range of “safe” consumer products across categories including baby, personal care, home care and vitamins & supplements, and Honest Beauty produces a line of skincare, makeup and haircare products. Alba is also the author of New York Times bestselling book “The Honest Life,” a practical guide to inspire a safe and healthy life.

“I started The Honest Company because I saw an opportunity in the market for a brand that spoke to conscious consumers and created safe and effective products for every need,” said Alba in a statement. “As a mentor on ‘Planet of the Apps,’ I’m looking forward to meeting entrepreneurs looking to address a problem with an innovative solution, and to help them realize their vision. I can’t wait to see the ideas the app developers bring to the table.”

Lightspeed Venture Partners is an early stage venture capital firm with over $4 billion in committed capital, focused on accelerating disruptive innovations in the consumer and enterprise sectors. The first investor in Snapchat and The Honest Company, over the past two decades, Lightspeed has backed more than 300 companies globally — including Nest, Giphy, GrubHub, Stitch Fix, Bonobos and TaskRabbit — and accumulated close to 100 successful IPOs and acquisitions within its portfolio.

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