Jessica Alba’s all-natural product line the Honest Company, worth $1 billion, is under fire after several customers took to social media this weekend to post painful-looking sunburn photos, claiming the company’s sunscreen line is inefficient.
A number of images which show sunburned bodies, found below, have now appeared online.
The Honest Company issued a statement to People saying it stands behind the safety of the product, while reiterating the proper guidelines for usage.
“The Honest Company is committed to providing safe and effective products, and we take all consumer feedback very seriously,” the statement reads.
The statement continued:
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 website reads the company is currently sold out of the sunscreen spray and lotion, reports People.
“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,” the company concluded.
While one man claimed he had only been exposed to the sun for one hour, another consumer warned others not to purchase the Honest Company Sunscreen after her second burn using the product.
TIME reports that NBC5 in Chicago launched a nation-wide investigation and found the sunscreen’s formula was changed at some point, reducing to 9.3% non-nano zinc oxide from 20%. (The majority of zinc oxide sunscreens list their active ingredients at 18 to 25%). Still, the company says it added other components to make up for the difference in zinc.
Alba, whose estimated fortune was pegged at $200 million, landed the July cover of Forbes as one of America’s richest self-made business women.
The Hollywood star-turned-business woman, 34, co-founded The Honest Company in 2012, and in three years the company has an estimated value of $1 billion.
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