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Jessica Alba. Photo courtesy of Daily Mail.
Summary: The Honest Company is hit with another lawsuit for dishonest labeling.
How honest is the Honest Company? A recent lawsuit accuses the company, co-founded by actress Jessica Alba, of mislabeling its products in order to overcharge customers, AOL reports.
According to the company website, “The Honest Company is a trusted source for stylish, eco-friendly baby diapers, wipes, bath & body care products and non-toxic cleaning products.” Last Friday, however, Brad and Manon Buonasera filed a lawsuit in Manhattan District Court challenging its branding.
The plaintiffs said that 41 products such as soap and children’s toothpaste are labeled as “natural,” “all natural” “naturally derived,” “plant-based” and “no harsh chemicals,” but they actually have synthetic and toxic materials. They are accusing Honest of violating consumer protection laws, and they want their lawsuit to have class-action status for other New Yorkers who bought the company’s products.
The Bueonaseras said they sued after they contacted Honest in September, asking the company to correct its advertising. They said the company did not respond.
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The New York Post wrote a piece last summer about how The Honest Company blasts its competitors for being “toxic” while having the same ingredients (which are all safe, by the way). It says that while the company’s branding is admirable, it is also misleading. However, it should be noted that the Food and Drug Administration does not regulate the term “natural,” according to The Huffington Post.
The Buonaseras are seeking damages of $5 million and that amount could possibly be tripled.
A similar lawsuit is pending in Los Angeles. According to the Huffington Post, Jonathan D. Rubin filed a lawsuit demanding $5 million in September.
Alba responded to the “baseless” September lawsuit in a statement.
“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,” Alba said.
Alba’s company has been spotlighted for its massive growth, making it an easy target for lawsuits and criticism. In May, Forbes put Alba on their cover and called her the country’s “richest self-made businesswoman.” The publication estimated the Honest Company’s worth to be over $1 billion.
Courtesy of Forbes.
The September lawsuit specifically named the company’s SPF 30 sunscreen, which sparked outrage in the previous month for its ineffectiveness. The Honest Company defended itself against the allegations, but users were still burnt and angry.
It is hard to tell if this will be the last lawsuit against Alba’s company, which has earned legions of fans and critics.
Source: AOL
Source: The Huffington Post
