Jessica Alba and her billion dollar product line, The Honest Company, are set to face yet another lawsuit, this time for allegedly using deceptive marketing for its laundry detergent, dish soap and multi-surface cleaner among other products.
The first class action suit was filed by a complainant in California nearly one week before a second suit was filed in Missouri by a separate complainant that is also seeking class action status, alleging that Honest’s cleansers contain the chemical sodium laurel sulfate, even though the labels do not list it as an ingredient.
According to WWD, the suit could be fallout from a Wall Street Journal report published earlier this month that tested the Honest detergent and found SLS. Alba responded to the report on her company’s blog, called Honestly, expressing her disappointment in the article and its “misrepresentations” about The Honest Company.
“As part of the Honestly Free Guarantee, we chose to use Sodium Coco Sulfate (SCS) in our laundry detergent because it’s a gentler and less irritating alternative than what’s used in many other detergents,” said Alba. “Using SCS in our detergent is just one example of Honest going the extra mile to create safe and effective products that all of us can feel confident about using with our families and in our homes.”
We previously reported that The Honest Company was facing a $5 million lawsuit for claims that its chemical-free sunscreen was ineffective after those who used it received severe sunburns.
Jessica Alba and entrepreneur Brian Lee partnered in 2011 to launch the company to offer families a wide range of eco-friendly, natural products, including its Honest Beauty line which launched last year.