Unilever is said to be in talks to acquire Honest Co, according to a report published by Wall Street Journal’s Market Watch.

The personal care company founded by Jessica Alba was reported to be looking for a high-profile FMCG buyer last week, and is valued at US$1.7 billion. Unilever is said to have offered considerably less, at US$1 billion, in early-stage talks.

The ‘green’ cleaning and baby products brand would be a good fit with the Anglo-Dutch FMCG giant, who places great emphasis on its environmental credentials. An acquisition would represent Unilever’s first foray into the US diaper market as well as giving it access to the fast-growing ‘natural’ cleaning products segment.