Actress Jessica Alba arrives for The MTV Movie Awards at Nokia Theatre L.A. Live in Los Angeles, Calif., on April 13, 2014. File Photo by UPI/Jim Ruymen | License Photo
SAN FRANCISCO, Sept. 4 (UPI) -- A class action complaint was filed Thursday in the Northern District of California leveling claims against Jessica Alba's all-natural product line, The Honest Company, for misleading consumers.
In court documents obtained by UPI, the plaintiff Jonathan D. Rubin, who is bringing the lawsuit against Honest individually and on behalf of all those similarly situated, accuses the product line of deceptively labeling their products as effective and containing natural ingredients.
Rubin and his lawyers single out the company's line of Honest Hand Soap, Honest Dish Soap, Honest Diapers and Honest Multi - Surface Cleaner as containing unnatural and toxic ingredients such as Methylisothiazolinone, Phenoxyethanol, Cocamidopropyl Betaine and Sodium Polycrylate.
"Honest's conduct harms consumers by inducing them to purchase and consume
the products on the false premise that they are natural and effective, when in fact four of the five
products contain ingredients that are not natural, and one of the five products is ineffective," as stated in the complaint.
Despite the allegations, Alba tells UPI the Honest Company's "formulations are made with integrity and strict standards of safety."
"We label each ingredient that goes into every product - not because we have to, but because it's the right thing to do," Alba told UPI in a written statement. "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," she added. "I know my children, Honor and Haven, are growing up in a safer home because of our products."
The fifth product named in the complaint, Honest Sunscreen, is listed as being ineffective. Recently the company came under fire from consumers on social media who posted pictures of the sunburn's they had obtained from using the lotion. Honest, at the time responded due to the volume of complaints, stating that they are "committed to providing safe and effective products, and we take all consumer feedback very seriously."
"Our sunscreen lotion was tested, by an independent 3rd party, against the protocols prescribed by the U.S. Food & Drug Administration's monograph for over-the-counter sunscreen products. The results showed that our product is effective and safe for use."
"The number of complaints received on our own website about our sunscreen lotion constitute less than one half of 1 percent of all units actually sold," the company added.
In August, The Honest Company was valued at $1.7 billion. This led co-founder Jessica Alba to be named one of the country's richest self-made women on Forbes magazine.
"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," Alba told UPI.
"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."