Online retailer Honest Co. is working with bankers for an initial public offering of its stock, according to sources cited by Bloomberg.

The Playa Vista e-commerce company has met with representatives from Goldman Sachs Group Inc. and Morgan Stanley, according to the report. Honest Co. Chief Executive Brian Lee has talked about taking the company public for several years, but this is the first time the company has made formal steps toward that goal.

Honest Co. sells non-toxic and eco-friendly household products, such as diapers and cleaning supplies. Some of its items are also available in certain brick-and-mortar stores, such as Target and Nordstrom.

The company was co-founded by actress Jessica Alba and serial entrepreneur Brian Lee. Lee previously launched online legal document company LegalZoom Inc. with celebrity attorney Robert Shapiro, as well as online shoe retailer ShoeDazzle with reality star Kim Kardashian.

In August, Honest Co. raised a $100 million round from several large financial institutions and hedge funds that reportedly valued the company at $1.7 billion. Goldman Sachs served as placement agent for that financing.

Honest Co. declined to comment.

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