Honest Company Sued For Duplicitous Natural, Sunscreen-Efficacy Claims
This article was originally published in The Rose Sheet
A consumer suit filed in California district court builds on recent Honest sunscreen controversy and growing criticism aimed at the "non-toxic" family brand, calling the company out for use of synthetic chemicals in its purported natural offerings, as well as efficacy claims for its sunscreen that failed to protect users. The plaintiff seeks class certification and damages of at least $5 million, as well as a "corrective" ad campaign.
You may also be interested in...
The Jessica Alba-fronted company's use of "SLS-free" and "all natural" claims on personal-care and household products will cost the firm around $9m in total under proposed settlements in California and New York district courts. Honest also will relabel products as part of the $7.35m deal reached in the Empire State.
Honest may be close to putting its legal woes behind it and chalking them up to growing pains, with proposed settlements notified in California and New York district courts. Plaintiffs have accused the firm of misleading consumers with deceptive "SLS-free," "natural" and other claims.
Plaintiffs claim the SC Johnson brand’s marketing statements and name are clear attempts to capitalize on consumer demand for organic, but its product formulations fall short of organic standards and “reasonable consumer” expectations. Filed in New York’s Southern District, the proposed class action gets at the heart of issues recently discussed in an FTC/USDA roundtable.