Jessica Alba’s natural lifestyle brand The Honest Company has been hit with a lawsuit for allegedly misleading customers by selling products containing synthetic ingredients.
In the class action suit, consumer Jonathan D Rubin claims a number of goods, including soaps, diapers and cleaning products, contain artificial preservatives and he accuses The Honest Company executives of “deceptively and misleadingly” labelling items as natural.
Rubin also accuses them of selling ineffective sunscreen, an issue Alba defended in August following complaints on social media.
At the time, she wrote on Instagram: “We take sun protection seriously here at Honest… For those who have expressed concerns about our Sunscreen Lotion, we want you to know that we hear you and we’re here for you. As always, we’ll do what it takes to make it right.”
“Protecting our loved ones and yours is the reason we founded @honest. As parents, it pains us to hear that anyone has had a negative experience with our Sunscreen. We develop and use Honest Sunscreen to protect our own children – Honor, Haven, Luke, Evie, and Poppy – at the park, in the pool, outside, every day. As with everything we do, we take sun protection seriously here at Honest.” I invite you to read the full message from @christopher_gav and I on our Honest Sunscreen Lotion here: http://honst.co/founders
Rubin wants profits from the products in question to be refunded to customers who bought them, which could cost the company around $US5 million ($A7.13 million), according to TMZ.com.
Top photo: Getty