According to a new lawsuit, Jessica Alba's Honest Company isn't all that honest.
In documents obtained by ET, consumer Jonathan D. Rubin claims that the company has "deceptively and misleadingly" marketed its products as being "natural" when really a number of items included "unnatural" and synthetic" ingredients.
The suit also claims that the Honest Sunscreen is "ineffective." Rubin also calls out Honest Diapers, Honest Hand Soap and Honest Multi-Surface Cleaner as also having deceptive labels.
In a statement sent to ET, Alba says, "Seven years ago, when I was pregnant with my first daughter, I was frustrated by the lack of healthy and safe product options for me and my new family. In fact, prior to launching The Honest Company, I began lobbying Congress to require that ingredients used in everyday products are tested for safety prior to entry into the marketplace.
"I started The Honest Company to develop safe and effective products not just for my children, but for families everywhere. I am very proud that we have built this company into an industry leader focused on using natural ingredients and developing products that people love.
"We believe that consumers deserve to know what’s in their products — whether it’s diapers for their children, cleaning products for their families or beauty products for themselves. Our formulations are made with integrity and strict standards of safety, and we label each ingredient that goes into every product - not because we have to, but because it's the right thing to do."
With regards to the lawsuit, the statement concludes, "The allegations against us are baseless and without merit. We strongly stand behind our products and the responsibility we have to our consumers. We are steadfast in our commitment to transparency and openness. I know my children, Honor and Haven, are growing up in a safer home because of our products."
This lawsuit comes just weeks after Alba's company was slammed with accusations for its SPF 30 sunscreen being ineffective. Several consumers even posted pics of their sunburns.
The Honest Company responded to those accusations in a statement to ET, saying, "The Honest Company is committed to providing safe and effective products, and we take all consumer feedback very seriously."
"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
This past year, Alba, who co-founded The Honest Company, spoke with ET about her goals for her business venture, revealing that she'd like to build up the brand so her daughters, Honor and Haven, can take over some day.
“I'm really hoping that … The Honest Company is some place that they would like to work later, when they're older,” the 34-year-old actress said. "If not, I hope they're inspired to be entrepreneurs, and to really push the envelope on, you know, what they can do with their life and how they can make an impact."