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Alba's Honest Beauty Launches, Light On 'Natural' Claims

This article was originally published in The Rose Sheet

Executive Summary

One week after a consumer filed suit against The Honest Company for deceptive "natural" product marketing, the firm unveils Honest Beauty, an extensive makeup and skin-care collection marketed along similar lines, but without the "natural" allusions. Meanwhile, SPF-containing items in the collection feature non-nano zinc oxide in higher concentrations than the Honest sunscreen lotion that allegedly failed users earlier this year.


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Natural Brands Work To Deter Lawsuits, Some More Successfully Than Others
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Honest Company To Launch Color Cosmetics On Back Of $100 Mil. Financing
Honest Co.'s Sunscreen Failure Triggers 'Natural' Discussion, FDA Criticism



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