Jessica Alba’s company sued for being ‘deceptive’

CEBU, Philippines – According to a new lawsuit, Jessica Alba’s Honest Company isn’t all that honest.

In documents obtained by ET, consumer Jonathan D. Rubin claims that the company has “deceptively and misleadingly” marketed its products as being “natural” when really a number of items included “unnatural and synthetic” ingredients.

The suit also claims that the Honest Sunscreen is “ineffective.” Rubin also calls out Honest Diapers, Honest Hand Soap and Honest Multi-Surface Cleaner as also having deceptive labels.

This lawsuit comes just weeks after Alba’s company was slammed for their SPF 30 sunscreen being ineffective. Several consumers even posted photos of their sunburns.

The Honest Company responded to these accusations in statement to ET, saying, “The Honest Company is committed to providing safe and effective products, and we take all consumer feedback very seriously.”

This past year, Alba, who co-founded The Honest Company, spoke about her goals for her business venture, revealing that she’d like to build up the brand so her daughters, Honor and Haven, can take over some day.

“I'm really hoping that The Honest Company is some place that they would like to work later, when they’re older,” the 34-year-old actress said. “If not, I hope they’re inspired to be entrepreneurs, and to really push the envelope on what they can do with their life and how they can make an impact.”