Jessica Alba has issued an apology after her all-natural beauty brand, The Honest Company, was hit by a string of complaints from customers who were sunburnt despite using the company’s sunscreen.
The Honest Company’s aim is to ‘empower people to live a healthy life’ and was recently valued at $1 billion.
But a report on CNBC, in which self-confessed ‘sunscreen fanatic’ Gretta Stabler said her children were covered in burns despite being covered in the brand’s ‘ultra-pure, mineral-based SPF 30 sun protection’ three times, started a slew of bad publicity for the brand as more and more people came forward.
Alba addressed the complaints in an Instagram post, saying she was upset to hear there were issues but the company were taking all complaints 'seriously'.
"Protecting our loved ones and yours is the reason we founded Honest. As parents, it pains us to hear that anyone has had a negative experience with our Sunscreen," she said.
"As with everything we do, we take sun protection seriously here at Honest."
Alba founded the company, which specialises in organic, nontoxic products, after her own daughter Honor reacted badly to a product recommended by her mother.
People began sharing pictures of their blistering skin on social media, tagging Alba's company and warning people of what could happen if they applied the product.
@Honest this is my very real result from Honest 30 SPF sunscreen. Only spent 1 hour outside. Burnt. #nothappy #red pic.twitter.com/T42TNeg5mj
— Brandon Atherton (@bdatherton) June 1, 2015
Don't buy @Honest sunscreen unless u want to look like this. Second time I've tried this stuff and got fried pic.twitter.com/pEhO5GYIkQ
— Lindsy (@LindsyMarshall) July 26, 2015
"The Honest Company is committed to providing safe and effective products, and we take all consumer feedback very seriously. Our Sunscreen Lotion was tested, by an independent 3rd party, against the protocols prescribed by the U.S. Food & Drug Administration’s (FDA) monograph for over-the-counter sunscreen products. The results showed that our product is effective and safe for use as an 80 minute water-resistant (FDA’s highest rating), SPF 30 sunscreen lotion in accordance with FDA regulations when used as directed (Shake Well. Apply liberally and evenly 15 minutes before sun exposure. Reapply after 80 minutes of swimming or sweating, immediately after towel drying and at least every 2 hours). The number of complaints received on our own website about our Sunscreen Lotion constitute less than one half of one percent of all units actually sold at honest.com. We stand behind the safety and efficacy of this product."
