Actress Jessica Alba arrives for The MTV Movie Awards at Nokia Theatre L.A. Live in Los Angeles, California on April 13, 2014. UPI/Jim Ruymen | License Photo
SANTA MONICA, Calif., Aug. 3 (UPI) -- The Honest Company, co-founded by actress Jessica Alba, is being criticized by customers who accuse the company's sunscreen of not providing appropriate protection -- leading to sunburns.
The company promotes itself as an environmentally-friendly alternative, and its SPF 30 sunscreen as "naturally derived" and "non-toxic," but there are many customers who have been posting on social media to complain about the product's alleged lack of efficacy.
"No offense to Honest, but I will NEVER use your sunscreen again!! After applying it LIBERALLY every hour, my baby girl is burnt!! Not happy!!" a Twitter user identified as Rochelle Lynn wrote on her account.
Honest, worth about $1 billion and headquartered in Santa Monica, Calif., released a statement due to the recent complaints:
"The Honest Company is committed to providing safe and effective products, and we take all consumer feedback very seriously," the statement said. "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 one percent of all units actually sold," the company added.
The amount of non-nano zinc oxide in the company's sunscreen was reduced from 20 percent to 9.3 percent, according to NBC5 Chicago. The majority of sunscreens have zinc oxide levels between 18 percent and 25 percent. Honest's sunscreen formula was changed earlier this year as part of the release of the sunscreen's new packaging.
Regardless, Honest has some burned customers who seem upset.