Jessica Alba's Honest Company was Accused for Deceptive Labeling
Honest Co, the new e-Commerece startup was accused for allegedly mislabel its home and personal care products. The plaintiffs claim that more than 40 of Honest's products are not natural, but containing chemical and toxic ingredients.
Brad and Manon Buonasera filed a lawsuit in U.S. District Court in Manhattan on Friday, accusing Honest Co to a false labeling its product. The lawsuit alleged the company to "falsely" and "deceptively" labeled its products natural or other variations. Including "plant-based,"while also claiming the products contain "no harsh chemicals, ever!" The plaintiffs claim that they purchased Honest's shampoo and body wash products based on the assumption that the item was "natural."
They allege the item they purchased, as well as many others sold by Honest Co. contain synthetic ingredients. Buonaseras said the the company's product of at least 41 items such as floor cleaners, laundry detergent, children's toothpaste, soap and bubble bath are not what it said as natural. The products actually contain synthetic and toxic ingredients such as toxins phenoxyethanol and methylisothiazolinone.
Jesica Alba was not mentioned in the lawsuit. Reuters reported the plaintiffs said in their complaints, "Honest's products are a chemical soup."
Honest Co. has faced complaints and criticism for its product before. In the summer, consumers asserted that its suncreen product was not effective. One consumer have also filed a lawsuit that allege the products contained synthetic ingredients.
In a written statement to Fortune, the Santa Monica-based company said, "Honest Company takes responsibility to our consumers seriously and strongly stands behind our products. These allegations are without merit and we will vigorously defend this baseless lawsuit. Our formulations are made with integrity and we remain steadfast in our commitment to transparency."
In regard to the lawsuit, Time reported the company said, "These allegations are without merit and we will vigorously defend this baseless lawsuit. "
Honest company was founded in 2011 by actress Jessica Alba, Chris Gavigan, Brian Lee and Sean Kane. The company was established to create a brand that passionately believes that all parents should have access to affordable, safer, healthier family products.
In 2012, the company received a $27 million investment in Series A funding, led by General Catalyst Partners. In August last year, Glade Brook Capital Partners raised a $100 million in Series D funding. In total, Honest Company has gathered more than $200 million in equity funding, and
Honest mostly sells its product on its online store. While its product is also now available in some department stores such as Whole Foods, Costco, Target, Buy Baby and Nordstrom. The plaintiffs claimed to buy Honest's shampoo and body wash product in Costco store in Harlem neighborhood, New York City
The lawsuit to Honest Co was filed on Friday in U.S. District Court in Manhattan. Brad and Manon Buonasera, the plaintiffs, accused the company for false labeling more than 40 of its products.