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Jessica Alba's company sued again

ShowbizBy Sunday World
Jessica Alba's company sued again

Jessica Alba's The Honest Company is under fire again over a series of eco-friendly cleaning products.

A class action complaint against the actress and her partners has been filed by Missouri housewife Margo Smith. She claims Honest bosses "deceptively marketed" the firm's "popular consumer liquid laundry detergent, dish soap, multisurface cleaner and other products" as not containing sodium lauryl sulfate.

Tests have found "significant amounts" of the cleaning chemical.

A similar lawsuit concerning the company's alleged mislabelling of products was filed in New York in February (16), while Honest was also hit with two $5 million (£3.5 million) class action lawsuits last year (15) over its sunscreen.

One took aim at Honest chiefs for reportedly changing the formula in their sunscreen and removing half of the chemical which provides sun protection, causing many users to suffer nasty burns.

Alba was so concerned she announced plans to launch a "safe sun education platform" in 2016 to teach consumers about the importance of the reapplication of sun-protection lotions.

"It pains me that anyone doesn't have an incredible experience with Honest Company," she told U.S. news show Extra. "We have grown so quickly, we are not even four years old, what we have learned is that we need to do a better job at educating.

"Next year, (Honest is) going to launch a safe sun education platform around sunscreen and the difference between chemical and mineral sunscreens - the importance of reapplication, how to apply, and all of that."

Meanwhile The Honest Company partners responded to the latest sodium lauryl sulfate test results, reported in the Wall Street Journal, by insisting the brand uses sodium coco sulfate.

The company's bosses accused reporters of not testing for SCS, which they insist is "less irritating and safer to use".

"We also want to dispel the myth that Sodium Lauryl Sulfate (SLS) and Sodium Coco Sulfate (SCS) are the same. They are not," a statement read.

The Honest Company was founded by Alba in 2011 and valued at $1 billion last year (15).

- Cover Media