The Honest Co., an e-retailer of natural bath and personal care products, has raised $70 million in a new funding round, bringing its funding to date to $122 million. The e-retailer, co-founded by actress Jessica Alba, launched in 2012.

The merchant began by selling subscriptions for monthly shipments of product bundles, such as a 30-day supply of diapers and wipes or a “health and wellness” bundle of organic vitamins and supplements, for a flat monthly fee of $39.95. The web retailer now also sells products individually and ships to consumers in the United States and Canada. Target Corp., No. 18 in the Internet Retailer 2014 Top 500 Guide, Whole Foods Market Inc., Buy Buy Baby Inc. (part of Bed Bath & Beyond Inc., No. 221) and Nordstrom Inc. (No. 24) also sell Honest Co. products through their stores in some markets.

Wellington Management Co. LLP led the funding round, and existing investors Lightspeed Venture Partners, Institutional Venture Partners, General Catalyst Partners and ICONIQ Capital also contributed.

“This funding will enable us to expand our current category offerings and availability, and develop products across many new and exciting categories,” says Brian Lee, The Honest Co. co-founder and CEO. Lee also founded ShoeDazzle.com Inc., an e-commerce site that follows a similar monthly subscription model and is No. 177 in the 2014 Top 500 Guide.